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[Tversky and Kahneman] "The rational theory of choice assumes description invariance: equivalent formulations of a choice problem should give rise to the same preference order. Contrary to this assumption, there is much evidence that variations in the framing of options (e.g., in terms of gains or losses) yield systematically different preferences - with reliance on how information is presented, a judgment is made on the benefit of a choice".
[Shefrin] "The term Frame Dependence means that the way people behave depends on the way that their decision problems are framed. It is a cognitive heuristic in which people tend to reach conclusions based on the 'framework' within which a situation was presented".

The Framing of Decisions and the Psychology of Choice, Tversky and Kahneman, 1981
"The dependence of preferences on the formulation of decision problems is a significant concern for the theory of rational choice".

Rational Choice and the Framing of Decisions, Tversky and Kahneman, 1986
"Alternative descriptions of a decision problem often give rise to different preferences, contrary to the principle of invariance that underlies the rational theory of choice. Violations of this theory are traced to the rules that govern the framing of decision

Metaphors and the market: Consequences and preconditions of agent and object metaphors in stock market commentary, Morris, Sheldon, Ames and Young, 2005
It is well established in economics that day-to-day trends in the stock market follow a random walk, meaning that today’s trend does not predict tomorrow’s trend. Nevertheless, financial journalists, whether print or television, do not merely report market trends but also explain them. Reporters cannot merely report the amount of increase or decrease or say "it was another random walk today". They are supposed to provide their audience with a story - an explanation of why the market moved the way it did. These hinted explanations undoubtedly make market reports more engaging; however, they may lead the audience to unwarranted expectations about tomorrow's trend".