Let’s create a hypothetical for you. You go to the store to get some yogurt. One claims to be 80% fat free and the other brand says that it only contains 20% fat. Which do you choose? If you’re like most individuals, you choose the 80% fat free option. This is the framing effect. It is a cognitive bias that influences our decisions by the way that information is presented or “framed.” When something is framed in a more positive way, we tend to lean in that direction since we’re wired to avoid loss. This can sometimes cause us to overvalue how something is said and undervalue what is being said. Looking deeper at this takes you into the prospect theory of psychology. As we age we become more susceptible to the framing effect as our cognitive functions diminish.