Gain Frames Vs Loss Frames

The most basic framing effect is the gap between gain frames and loss frames.

• Gain frame: "This investment has a 70% chance of profit."
• Loss frame: "This investment has a 30% chance of loss."

Same probability, different psychological weight.

Kahneman and Tversky's prospect theory explains why: losses feel about twice as painful as equivalent gains feel pleasurable — losing $100 stings more than finding $100 delights.