Which concept refers to how the presentation or framing of an issue can significantly affect decisions and judgments?

• A. Availability Heuristic
• B. Framing
• C. Representativeness Heuristic
• D. Drive Reduction Theory

Answer: (B)

Framing is about how a question or option is presented, and that presentation can steer choices even when the underlying information is the same. When outcomes are described in terms of gains, people tend to prefer safer, more conservative choices; when described in terms of losses, they become more willing to take risks to avoid the loss. This effect, rooted in Prospect Theory, shows how context shapes perception of risk and value. For example, stating that a treatment has a 90% survival rate can lead to a different decision than saying it has a 10% mortality rate, even though the facts are identical. The other concepts describe different processes: one concerns how easily information comes to mind, another concerns judging similarity to a stereotype, and another is a basic motivation theory about reducing physiological discomfort. Framing best accounts for why presentation alone can significantly alter judgments and decisions, making it the correct concept here.