What is the key operative difference between positive and negative framing?

The key operative difference between positive and negative framing lies in whether information is presented emphasizing potential gains or potential losses, respectively, which significantly influences decision-making even when the underlying facts are identical. Positive framing focuses on what can be gained or achieved by choosing a particular option, emphasizing the benefits and positive outcomes. Negative framing, conversely, highlights what could be lost or forgone if a particular option is not chosen, emphasizing the risks and negative consequences. People tend to be more risk-averse when a choice is framed in terms of potential gains and more risk-seeking when a choice is framed in terms of potential losses. For example, describing a surgery as having a '90% survival rate' (positive frame) is more likely to encourage someone to undergo the procedure than describing it as having a '10% mortality rate' (negative frame), even though both statements convey the same statistical information. The operative difference, therefore, is not the information itself, but the psychological effect of emphasizing gains versus losses, which can sway individuals towards different choices.