Tversky A, Kahneman D
Science. 1981 Jan 30;211(4481):453-8. doi: 10.1126/science.7455683.
The psychological principles that govern the perception of decision problems and the evaluation of probabilities and outcomes produce predictable shifts of preference when the same problem is framed in different ways. Reversals of preference are demonstrated in choices regarding monetary outcomes, both hypothetical and real, and in questions pertaining to the loss of human lives. The effects of frames on preferences are compared to the effects of perspectives on perceptual appearance. The dependence of preferences on the formulation of decision problems is a significant concern for the theory of rational choice.
当相同的决策问题以不同方式呈现时，那些支配决策问题认知以及概率与结果评估的心理学原理会导致偏好出现可预测的变化。在涉及货币结果（包括假设性的和实际的）的选择中，以及在有关人类生命损失的问题中，都证明了偏好的逆转。将框架对偏好的影响与视角对感知表象的影响进行了比较。偏好对决策问题表述方式的依赖是理性选择理论的一个重大关切。
