Why does 'saves 90 lives' feel different from '10 people will die'?

'90% survive' and '10% die' are the same fact - but they pull opposite choices.

People make different choices depending on whether the same information is presented as a gain or a loss, even though the objective outcomes are identical. In Tversky and Kahneman's Asian disease problem, people preferred the safe option when lives were 'saved' but the risky option when deaths were 'certain'.

Meat labeled '80% lean' sells better than the same meat labeled '20% fat'.

The words used to describe an option change the choice, even when the math is the same.

How an option is worded steers you - restate it in the opposite frame before you decide.

Same number, different frame, different choice.

Learn the idea and practice English at the same time.