Language comprises a major mark of humans compared with other
primates and is the main vehicle for social interaction. A major
characteristic of any natural language is that the same
communication, idea, or intention can be articulated in different
ways-in other words, the same message can be "framed" differently.
The same medical treatment can be portrayed in terms chance of
chance of success or chance of failure; energy reduction can be
expressed in terms of savings per day or savings per year; and a
task can be described as 80% completed or 20% uncompleted. In this
book, contributors from a variety of disciplines-psychology,
linguistics, marketing, political science, and medical decision
making-come together to better understand the mechanisms underlying
framing effects and assess their impact on the communication
process.
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