Selasa 6/3/07

The power of frame

" frame" – mental structures people create to simply & organize the
world decision.
Simplify the world
Keep complexity within the dimensions our mind can manage
Decision maker reduce information – processing demands by
constructing limited representations of situation because they cannot
cognitively deal with great deal of info
No one can make a rational decision without framing

Beware
Pepresentation –" small world"
Problems – might not include the right thing
o Too simplistics – partial view of the problem
 Choose wrong alternatives
o Just be wrong serious error
Hence : flexible and sensitive
Contoh "KEBUTAAN RANGKA" " FRAME BLINDNESS "
o US Automaker VS Japanese car maker
o 1940-1970 – " Assembly line "
o Encounter " manufacturing problems"
 How many of a single car model (i.e four-door sedan)
Should we make in one production run before we can
change to another model ( a station wagon, perhaps).
 US – 1000 or more cars – 6-8 hours – frame
 Toyota – reduce change overtime – speed (efficient)
 1980 – 44 seconds
Contoh " KEBUTAAN FRAME DLM MALAYSIA"
- sistem pendidikan di Malaysia VS sistem pendidikan di US
- Malaysia sistem terlalu berpusat, terlalu berorentasikan
peperiksaan, x seimbang ( Prof. Khoo Kay Kim- sudah lapok)
 Lahirnya pelajar yang pentingkan sekeping kertas
untuk dapat kerja, pengakur dan x kreatif dan kritis –
x komprehensif
- US – pengagihan kuas, lahirnya pelajar yang seimbang dari
pelbagai sudut, tiada exam awam, -pelajar diminta berdisiplin
tapi x pengakur.
 Lahir pekerja yang kompetetif
ELEMEN2 PENTING FRAME.

1) Boundaries (sempadan)
Situation A:
o You have decided to see a play and bought at ticket for RM
30. as you enter the theater, you discover that you have lost
the ticket. The seat was not marke and the ticket cannot be
recovered. Would you pay RM 30 for another ticket to see
the play ( assuming you still have enough money)
Situation B:
o You have decided to see a play where admission is RM 30 per
ticket but you have not yet purchased the ticket. As you
enter the theater you discover that you have lost the RM 30
from your wallet. Would you still pay RM 30 for see the play?
Kaji selidik Kahnemar & Trersky:
Soalan ditanya kepada 10 manager
 When managers are told ticket is lost – 38% said they
would be unwilling to play RM 30 for another ticket
 When managers are told cash is lost – 17% said they
would willing to pay RM 30
Situasi B: mereka x merasa mereka spend RM 60 – ini yang
dikatakan boundaries. Mereka x masukkan RM 30 yang
terakhir dalam boundaries membeli tiket.

2) References points (titik rujukan)

Elements that DM uses to determine success or failure
i.e: seorang tuan punya syarikat dalam 1983
 keuntungan syarikat naik 20%
 gaji pekerja naik 5 % - dissatisfaction kerana pekerja
jadikan kenaikan untung 20% sebagai RP
 pengurus kilang: menggunakan RP syarikat pesaing yang
Cuma offer 3% kenaikan gaji dan rumors of layoffs
di Malaysia – jumlah pelajar yang ramai dalam 1 kelas
Kenaikan harga minyak dan tol
Drs (167 orang) choose different treatment in terms of the likelihood
of living or the likelihood of dying.
Half were told :
o of 100 people having surgery -10 will die during surgery,-32
will have died by one year and- 66 will have die by 5 years.
 o Of 100 people having radiation therapy - none will die during
treatment – 23 will die by 1 year and – 78 will die by 5 years.
Which treatment would you prefer.
The other half were told:
o Of 100 people having surgery – 90 will survive the surgery –
68 will survive past 1 year – and 34 will survive the treatment
– 77 will survive – and 22 will survive past 5 years. Which
treatment would you prefer?
RESULT:
o 1st group – half choose RT and half choose surgery
o 2nd group – 84% choose surgery
o When the RP is survival – the risk of surgery is viewed much
favorable.

3) Yardstick (kayu ukur)

Situation A:
o You are in a store about to buy a new watch which will cost
$70. as you wait for the sales clerk, a friend comes buy and
tells you than an identical watch is available in another store
two blocks away from $40. you know that the service and
reliability of the other store are just good as this one. Will
you travel 2 blocks to save $30.
o Decide yes or no
Situation B:
o You are in store about to buy a new video camera that cost
$800. as you wait for the sales clerk, a friend comes by and
tells you that an identical camera is available in another
store…
Kaji selidik :
o Oleh Richard Thaler (Cornell University)- lebih 100 orang
pengurus.
RESULT:
o Situation A: 90% will travel the 2 blocks
o Situation B: only 50% would travel.
WHY: because there are accustorned to thinking about savings in
percentage, not absolute dollars
4) Metaphors
Good decision maker choose metaphors carefully to highlight important
facet of the situation at hand.
Door decision maker may automatically use 1 or 2 metaphors to frame
almost everything
E.g: " The military frame"
o " Guerilla worrior" – rolls – Royce (the super, luxury cars)- it
grabs a number of small, nearly invisible out post in enemy
territory
o " Flanking strategy" – mercedez benz: seeking to offer
something different from the competition.
o In your professional – act like a general. A religious leader
mountain climber, or competitive swimmer.

KESIMPULAN
o Know your own frames
- you must know how you simplified your problems.
o Know the frames of others
- a key to communicating with other
- ww2 Japanese – Americans who do you want to win this war?-
who do you want to win when you see your mother and father
fight.