Framing Illusions

Chapter 3 excerpt from The Power of Thinking Differently by Javy W. Galindo

Second, studies have also shown that our decisions are affected by how a scenario is framed as opposed to the strict facts about the situation.

In a survey of clinicians, when they were told that there was a mortality rate of 7 percent within 5 years for a certain operation, they hesitated to recommend it; if on the other hand, they were told it had a survival rate after 5 years of 93 percent, they were more inclined to recommend it to their patients.

Looking closely at both cases reveal that the data presented in both were exactly the same. However, framing the information with the words “survival rate” triggered a more favorable story than the words “mortality rate”. These particular words were so strongly tied to certain perceptions that some clinician’s came to conclusions without thorough analysis. This illusion parallels the visual illusions of circles and lines illustrated in figures 5 and 6 where our perceptions of size were based on the contextual elements.

Advertisers try to use this to their advantage. Think of how different companies can sell you the exact same products, but because of how the product is framed one brand seems more appealing than the other. Our perceptions of what is good and bad or of what is correct and incorrect can be faulty or incomplete because of the context of our experience.

More to the point, imagine being stuck while trying to complete a new painting, book, song, while developing a new invention, or while trying to solve a problem. Sometimes our moods can swing from depression and despair, to hope and excitement just based on how we look at our situation. By framing our predicament as hopeless we may lose all energy to move forward.

But by contextualizing our less successful efforts as a natural part of a hopeful process, we may maintain the motivation to overcome our obstacles. We may be able to find inspiration to go beyond our normal capacities. Fortunately, how we think of it is up to us. Our creative endeavors can be experienced through any story we choose. We can choose to see it as a meaningless task, a mundane project, or as a creative journey.

The choice is ours once we realize we have the option to think differently.