{
  "title": "Public speaking: is presenting the gains enough to inform a decision?",
  "url": "https://www.shr.swiss/blog/prise-de-parole-presenter-gains-pertes-sans-orienter-decision-en",
  "language": "en",
  "datePublished": "2026-02-02",
  "publisher": {
    "name": "SHR — Swiss Human Resources",
    "url": "https://www.shr.swiss",
    "address": "Esplanade de Pont-Rouge 9A, 1212 Lancy, Suisse"
  },
  "summary": "A proposal can become more attractive without its substance changing. Research on framing calls for a distinction between a presentation's persuasive effectiveness and its value for decision-making.",
  "section": "Research",
  "topic": "Public Speaking & Impact",
  "place": {
    "name": "Lausanne",
    "region": "Vaud",
    "country": "CH"
  },
  "keyPoints": [
    {
      "heading": "What the literature establishes",
      "point": "Amos Tversky and Daniel Kahneman (1981, Science) show, in experimental decision problems, that different descriptions of equivalent consequences can alter preferences."
    },
    {
      "heading": "The mechanism: outcomes are evaluated against a reference point",
      "point": "Daniel Kahneman and Amos Tversky (1979, Econometrica) propose a model in which outcomes are evaluated as gains or losses relative to a reference point, rather than solely as final states."
    },
    {
      "heading": "The premature conclusion",
      "point": "The commercial conclusion would be to systematically choose whichever frame encourages agreement."
    },
    {
      "heading": "What the evidence cannot promise",
      "point": "These articles examine choices in experimental problems, not the effectiveness of public speaking training for presentations to professional committees."
    },
    {
      "heading": "A practical check in Lausanne",
      "point": "In an SHR 'Public Speaking & impact' workshop in Lausanne, a medtech team, a higher education institution, an international sports organisation or a scale-up from the Lake Geneva region can test two versions of the same recommendation using identical data: one expressed as gains, the other as equivalent losses."
    }
  ],
  "sources": [
    {
      "authors": "Kahneman",
      "year": "1981",
      "source": "Science"
    },
    {
      "authors": "Tversky",
      "year": "1979",
      "source": "Econometrica"
    }
  ],
  "wordCount": 425,
  "image": "https://www.shr.swiss/img/blog-editorial-2026-02-02-en.jpg?v=4",
  "translations": {
    "fr": "https://www.shr.swiss/blog/prise-de-parole-presenter-gains-pertes-sans-orienter-decision",
    "en": "https://www.shr.swiss/blog/prise-de-parole-presenter-gains-pertes-sans-orienter-decision-en",
    "de": "https://www.shr.swiss/blog/prise-de-parole-presenter-gains-pertes-sans-orienter-decision-de",
    "it": "https://www.shr.swiss/blog/prise-de-parole-presenter-gains-pertes-sans-orienter-decision-it"
  },
  "relatedPages": {
    "programme": "https://www.shr.swiss/formation/public-speaking/lausanne",
    "city": "https://www.shr.swiss/formations-ville/lausanne",
    "blog": "https://www.shr.swiss/blog"
  },
  "citationPolicy": "Citation autorisée avec mention « SHR — Swiss Human Resources » et lien vers l'article."
}