Submitted By Alana-Alabre
Words: 601
Pages: 3

Translating Research into
Games

 Games to understand human behavior
 Concepts just experienced
 Framing Effect
 Decoy Effect
 Emotional Contagion

A Medical example
 Let’s use an example from what is going on around us.
 Assume 600 people have contracted the Ebola virus.  Scientists have discovered two treatment programs.
 You must decide which program is used for your citizens. A Medical example
 Problem 1:
 Program A adopted, 200 people will be saved
 Program B adopted, 1/3 prob of 600 saved, 2/3 prob no people are saved
 72% of Ss prefer A

 Problem 2:
 Program A adopted, 400 people will die
 Program B adopted, 1/3 probability nobody will die, 2/3 prob. 600 will die
 78% prefer Program B!

Why?
 Difference between 200 saved and 600 saved is subjectively smaller than between 400 dead and 0 dead.  Framing effects are especially strong in decisions regarding life and death.

Framing of the question
 Framing Effects
 Framing effects are observed when the same problem is presented either as a loss or gain

 Options that don’t differ in level of risk are presented in different ways.
 Same choices will be available (between risks), but they will be framed either positively or negatively.

Summary of risky choice framing
 People prefer certainty in the face of gains and uncertainty in the face of loss
 People exhibit RISK TAKING in the face of losses and RISK AVOIDANCE in the face of gain.
 Losses loom larger than gains.
 Best explanation of risky choice framing comes from prospect theory.

Huber & Puto (1983)
 Situation 1
 Battery A: lasts 22 hours and costs \$1.80
 Battery B: lasts 28 hours and costs \$2.10.
 Battery C: lasts 14 hours and costs \$1.50
 No one chooses Battery C when it is present.

 When Battery C was in the set, more than 60% of people chose Battery A.

Huber & Puto (1983), cont….
 Situation 2
 Battery A: lasts 22 hours and costs \$1.80
 Battery B: lasts 28 hours and costs \$2.10.
 Battery D: lasts 32 hours and costs \$2.70
 No one chooses Battery D when it is present.

 When Battery D was in the set, about 60% of people chose Battery B!

Why the difference?
 The third alternative can make one of the others look like a better