“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.