ABSTRACT
This chapter covers the key concepts discussed in the subsequent chapters of this book. There are three important decisions that we might face in the course of our lives: which medical treatment to be chosen; Is this person guilty or innocent; the ways to invest my money. Edwards identified nine different types of framing including those comparing verbal, numerical and graphical presentation of risk information, manipulations of the base-rate of treatments, using lay versus medical terminology. The focus on one aspect of this research: the impact of scientific, especially DNA, evidence on jurors' decisions about the guilt or innocence of defendants. Simonson demonstrated the use of heuristic in an experiment in which he offered students to choose three items from a selection of snack foods to be eaten during class time each week. Subtle differences in the way numbers are represented or options are displayed can affect the decisions we make often in ways of which we are completely unaware.
