{
  "title": "Presenting a choice: how wording can change a decision",
  "url": "https://www.shr.swiss/blog/presenter-un-choix-sans-orienter-la-decision-a-bale-en",
  "language": "en",
  "datePublished": "2026-07-20",
  "publisher": {
    "name": "SHR — Swiss Human Resources",
    "url": "https://www.shr.swiss",
    "address": "Esplanade de Pont-Rouge 9A, 1212 Lancy, Suisse"
  },
  "summary": "Two equivalent descriptions can lead to different preferences. Research invites us to examine how choices are worded, without treating framing as a universal explanation for decisions.",
  "section": "Research",
  "topic": "Decision-making",
  "place": {
    "name": "Basel",
    "region": "Bâle-Ville",
    "country": "CH"
  },
  "keyPoints": [
    {
      "heading": "What the literature establishes",
      "point": "Amos Tversky and Daniel Kahneman (1981, Science) showed, in experimental problems, that descriptions with equivalent consequences can shift preferences between a certain option and a risky one."
    },
    {
      "heading": "Different frames do not produce the same effect",
      "point": "Irwin P."
    },
    {
      "heading": "The hasty conclusion",
      "point": "One might conclude that presenting every option in both positive and negative terms is enough to make a decision rational."
    },
    {
      "heading": "What the evidence cannot settle",
      "point": "Experimental problems do not reproduce the full range of regulatory, contractual and scientific constraints on industrial decisions."
    },
    {
      "heading": "A practical check in Bâle",
      "point": "In SHR's [decision-making](/formation/prise-de-decision/bale) programme, an exercise in Basel could use a fictional case about securing supplies for an international life sciences R&D project, linking pharmaceutical production with Rhine logistics."
    }
  ],
  "sources": [
    {
      "authors": "Kahneman",
      "year": "1981",
      "source": "Science"
    },
    {
      "authors": "Gaeth",
      "year": "1998",
      "source": "Organizational Behavior and Human Decision Processes"
    }
  ],
  "wordCount": 440,
  "image": "https://www.shr.swiss/img/blog-editorial-2026-07-20-en.jpg?v=4",
  "translations": {
    "fr": "https://www.shr.swiss/blog/presenter-un-choix-sans-orienter-la-decision-a-bale",
    "en": "https://www.shr.swiss/blog/presenter-un-choix-sans-orienter-la-decision-a-bale-en",
    "de": "https://www.shr.swiss/blog/presenter-un-choix-sans-orienter-la-decision-a-bale-de",
    "it": "https://www.shr.swiss/blog/presenter-un-choix-sans-orienter-la-decision-a-bale-it"
  },
  "relatedPages": {
    "programme": "https://www.shr.swiss/formation/prise-de-decision/bale",
    "city": "https://www.shr.swiss/formations-ville/bale",
    "blog": "https://www.shr.swiss/blog"
  },
  "citationPolicy": "Citation autorisée avec mention « SHR — Swiss Human Resources » et lien vers l'article."
}