framing effect termbias
logically equivalent statements produce different decisions
'90% survival rate' vs '10% mortality rate' — same number, different choices. People avoid losses more strongly than they pursue equivalent gains, so framing as a loss makes options sound worse. Powerful in product copy, RFCs, blameless postmortems. The same fact ('we shipped it 2 days late' vs 'we got it out before the holiday') can land entirely differently.