Editing Framing and Priming (section)

== <span style="color: #FFFFFF;">Understanding</span> ==
Framing and priming are understood through '''Focus''' and '''Association'''.

'''1. The "Picture Frame" (Focus)''':
A fact has many sides.
* Imagine a "New Law."
* **Frame A**: "This law will save 1,000 lives." (Support goes up).
* **Frame B**: "This law will cost $10 Million." (Support goes down).
* Both are "True." But the "Frame" tells your brain which "One" to look at.
* Persuasion is the art of "Picking the Frame" that puts your "Weakness" in the "Shadow" and your "Strength" in the "Light."

'''2. The "Pre-Loaded" Brain (Priming)''':
The brain is like "Soft Wax."
* If I say the word **"Yellow,"** then ask you to name a fruit...
* ...you are much more likely to say **"Banana."**
* You didn't "Decide" to think of a banana. Your brain was "Primed" by the color.
* Marketers use "Music," "Scents," and "Colors" in stores to "Prime" you to feel "Rich" or "Hungry."

'''3. The "Power of the Negative" (Loss Aversion)''':
Loss frames are "Stickier."
* "If you don't take this medicine, you will lose 5 years of your life."
* This is more "Persuasive" than "If you take this medicine, you will gain 5 years."
* We are "Evolutionarily hard-wired" to "Fear Losses" more than we "Value Gains."

'''The 'Meat' Experiment'''': Researchers asked people to rate the quality of meat. One group was told it was **"75% Lean."** Another was told it was **"25% Fat."** The "Lean" group rated the meat as "Higher quality" and "Tasting better," even though the meat was **Identical**. The "Frame" changed the "Physical Perception" of the taste.
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