ABSTRACT
M anipulations of framing might be conceived as a means of inducing twoways of viewing an issue – as if the issue is approached from two differ-ent directions. From this perspective the existence of framing effects might be interesting because of what is known about the effect of perspective on perception. To wit, although the retinal image of an object seen from different locations is different, the mind typically normalizes the image, so that perception is relatively invariant to the exact angle of view. Why, then, does thinking about the same issue from different conceptual angles – saving vs. losing lives, including vs. rejecting options – lead to different decisions? Why is the evaluation of decision problems different from the perceptual categorization of physical objects?
