Framing a Decision

Framing a decision involves a string of events that allow a person to reach a conclusion. There are certain techniques used in this process that may sway a decision in one way or another. The salesman was able to use persuasion to win the heart and mind of Milhouse and tailor his approach to help him see his dependence on the additional part. Milhouse had previously stated that he felt quality in the newly purchased product was of utmost importance to him. The act of persuasion effects the emotions of a person in which they become moved to see the matter in an emotionally driven point of view. (Working Groups: Decision-Making by Consensus)

Another "frame" used to persuade Milhouse's decision is "Positive Altercasting". Positive altercasting offers a limited view of the entire picture, causing the decision-maker to only see the situation from one angle. The salesman used the importance of quality to induce the final decision. By asking, "Isn't the future of your company worth more than the cost of a can of soda a day?" he minimized the cost in comparison to emphasizing the benefit of the product. We often develop a rationale why we should or shouldn't do something. Skillful framing may lead the person to justify this sort of purchase. (Kelton Rhoads, Ph.D, Working Psychology)

Had the salesman utilized a negative frame, perhaps by not mentioning the extended payment plan that would bring the daily amount so low and presenting a bottom line cost, Milhouse may have reconsidered the importance of the additional part. This alternative would enable Milhouse to see a larger picture rather than the smaller picture painted for him by the salesman. In the human mind, losses appear much larger than gains. In vice-versa when an obvious gain seems larger than the loss a person is more likely to opt for the gain. (Dr. David Venter, Framing - an important Negotiation Tool,)

"Framing" can have a positive or negative outcome depending on how information is presented to influence a decision. The decision-maker must review a set of options and then choose which solution will create a resolution. Researchers have found that a negative frame results and more riskier response, in turn, a positive frame resulted in a less risky response. (The Journal of Economic Psychology, The Framing Effect and Risky Decisions)

Since we know that there are positive and negative ways to "frame"