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Equivalence Framing

“The way things are stated or portrayed, highly influences our choices”
Equivalence framing is the purposely stating or portraying – logically equivalent – information in such a way, that it encourages certain interpretations of the meaningful context, and discourages certain others. These “different, but logically equivalent frames” cause us to alter our preferences. Equivalency frames are often worded in opposite terms. Like “gains” versus “losses”, “full” versus “empty”, “fat” versus fat-free”, et cetera.

Unlike emphasis framing (which focuses on different information), equivalence framing focuses on the same information and tries to phrase that information in the most persuasive way.
Scientific research example:


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Emphasis Framing

“The focus on specific subsets of relevant aspects, highly influences our judgments”

In order to understand and make sense of the world around us, we constantly interpret the meaning of the things and events that we notice. We call this ‘framing’. For example, if you evaluate plans to encourage electrically powered bikes, you might interpret it as environmentally friendly when framed as a moped, but friendly when framed as a bike, and your response will be very different.

Emphasis framing is a persuasion technique where the focus is placed on those specific aspects of a solution that encourage certain interpretations of

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