The framing effect is when the way information is given affects how we think about it and what we decide to do with it. Different ways of presenting the same knowledge can make it more or less interesting.
Where this bias occurs
Think about the following situation: John goes to his neighborhood pharmacy to buy wipes that kill germs. He sees a few choices, but the only ones for sale are two containers of wipes. One is called "Bleachox" and the other is "Bleachit."
Jon is deciding between two types of cleaning wipes that cost the same and have the same number of wipes in each package. John sees that the only difference is that Bleachox wipes say they kill 95% of germs, while Bleachit wipes say that only 5% of germs survive. John picks the Bleachox wipes after comparing them to the other ones. He doesn't like the idea of germs'surviving' on his kitchen counter.
The frame effect played a role in John's choice to buy Bleachox instead of Bleachit wipes. Even though both items were good at killing germs and said pretty much the same thing, they said it in different ways. Bleachox showed how many germs it did kill, which was a good thing, while Bleachit showed how many germs it did not kill, which was a bad thing.
Individual effects
The frame effect is when people make decisions based on how the information is presented instead of the information itself. Such decisions may not be the best, since bad knowledge or fewer options can be made to look good. This may make them more appealing than choices or information that are better in reality, but look worse.

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Content Creator: Aysun Ibadova, Kamran Tagiyev
Voiceover author: Jeremy G.
Animation author: Nazanin Suleymanova
Sound editor: Aysun Ibadova
Project manager: Kamran Tagiyev