Framing and Player Psychology (was: Re: [MUD-Dev2] Importance of emoting)

[Tess Snider]

On 4/9/07, Damion Schubert <dschubert at gmail.com> wrote:
> Of course, anyone who looks at that realizes pretty much instantaneously
> that the two systems are the same - they just made the 'fatigued' state
> the 'normal' state, but this made all the difference in the world in the
> player's mind.  So I guess I disagree with your statement pretty strongly.

Damion has this one right, actually.  This particular phenomenon
you're seeing is a classic psychology problem -- one of those
situations where it has been repeatedly demonstrated that humans just
aren't rational.  Framing makes a huge difference in the human
perception of risk.  Humans are substantially more terrified of
loss/punishment than the absence of gain/reward.  This is why sales
and coupons are such retail staples.  They frame a purchase as an act
of loss-prevention!

Let us dissect our two examples:

Decision: Resting in WoW
Negative Framing: If you do not rest, you will be punished by gaining
experience more slowly.
Positive Framing: If you rest, you will be rewarded by gaining
experience more quickly!

Decision: Visiting a Cantina in SWG
Negative Framing: If you do not visit a cantina, you will be punished
with battle fatigue.
Positive Framing: If you visit a cantina, you will get a great boost
for your next fight!

Now, this is not to say that you should always frame everything in a
positive light.  You should give some thought to what kind of social
engineering you're aiming for.  You will get a much stronger effect
from a rule by using the negative framing than if you use a positive
framing, since the perception of risk will be much higher.  Terms of
Service, for example, are no place for framing things in a positive
light.  You want there to be a strong perception of risk for violating
them! :)

Tess