Cognitive biases: why a smart brain makes the same mistakes every time
The framing effect: same facts, different choice
A salesman says one gearbox in ten fails, and every word is true. Turn the same fact around, nine in ten never fail, and many people choose differently.
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At the desk, Rono offers a warranty: $900, and a broken gearbox is fixed for free. "One gearbox in ten fails before 150,000 km, and a new one costs $3,000." Miva picks up the pen.
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You lean over and say the same fact the other way: "So nine in ten never fail." Miva puts the pen down. Nothing about the gearboxes changed, and still her choice did.
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