How the Question Is Asked Changes the Answer

"90% survival rate" and "10% mortality rate" are the same fact, but they feel completely different. This is the framing effect: identical information, presented differently, leads to different conclusions and different decisions. Politicians, marketers, and negotiators use framing constantly. You can't avoid being influenced by frames entirely, but you can train yourself to notice them. When someone presents you with a choice, reframe it yourself before deciding.