The framing effect was introduced in psychology based on a study by Amos Tversky and Daniel Kahnemann. The study demonstrated that in advertising, people will react differently to a product based on how it is framed. For instance, customers will have a more positive perception of a shampoo advertised as having 90 percent natural ingredients than a shampoo that's stated as having 10 percent artificial ingredients, even though both add up to the same outcome.