Describe framing of contingencies

Framing of contingencies is a way of presenting potential outcomes that affects perceived risk. It usually involves restating the choice in terms of the potential gains, losses, or both. For example, a person may be offered an opportunity to invest in an organization, with the potential to either gain or lose money. By framing the investment choice as either "winning" or "losing" instead of as a percentage, the investor may feel more or less risk. This technique can be used in many areas, such as marketing, finance, and negotiations.