Call it a 90% survival rate or a 10% death rate — people choose differently

Tversky and Kahneman gave people an identical medical statistic, framed once as a survival rate and once as a mortality rate. Choices flipped depending on the wording alone, even though the underlying numbers never changed. The same fact, framed differently, can steer a decision in either direction.

— Amos Tversky, Daniel Kahneman, The Framing of Decisions and the Psychology of Choice — Science, 1981