This effect occurs when we change the wording of the sentence of the problem and people start observing it differently. May be loss becomes cost and more risk becomes neutral etc. For example if you tell people that winning probability of this lottery is 70% and in other part you will say probability of losses is 30% then in case of first one people take the bet in more no. of the times because only positive side of the story was shown. You always encountered with such peoples specially from insurance and other services provider companies who told only one side of the story by using the framing effects.
Individuals subjective state can be improved by framing negative outcomes as costs than losses.
From -thinking slow and fast.
