This type of frame, often referred to as a gain/loss frame, affects human behaviour and choice largely through its effect on people's risk preferences.

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Gain/loss framing has been shown to influence people's risk preferences, with individuals being more risk-averse in a gain frame and more risk-seeking in a loss frame. This has implications for decision making in various contexts, including healthcare, finance, and public policy.

This Type of Frame, Often Referred to as a Gain/loss