The Power of Language: How Psychological Framing Shapes Decisions and Perceptions
How Psychological Framing Shapes Decisions and Perceptions
Connecting Larmor to Psychological Framing:
Larmor frequency refers to the behaviour of particles in a magnetic field, specifically the subtle, often imperceptible precession they undergo. Just as these forces operate below the surface, influencing particles without being seen, psychological and rhetorical framing works in much the same way. The words and language we encounter daily subtly shift our perceptions and decision-making processes, often without us realising it. In this article, we explore how these invisible forces—be they scientific or rhetorical—shape our reality.
Introduction
In our everyday interactions and decision-making processes, the language we use shapes the world around us, often in subtle yet profound ways. From political rhetoric to personal relationships, words can be more than just a means of communication—they can manipulate perceptions, justify actions, and shape outcomes.
Here, we explore how psychological and rhetorical framing, such as the often-heard phrase "it's not about profit but to...," influences our understanding of complex issues.
Drawing from emotional and behavioural awareness (EBA) principles, we examine the strategies behind these linguistic choices, how they impact our decision-making, and how we can better recognise them in order to make more informed, conscious decisions in our personal and professional lives.
"It’s Not to Make a Profit, But to...": A Psychological Analysis
When someone says, “It’s not to make a profit, but to...” the statement often raises a subtle red flag. While it may appear as an innocuous or even altruistic clarification, it can reflect deeper psychological dynamics or rhetorical strategies designed to manage perceptions.
Is this a Freudian slip, a deliberate reframing, or something more complex?
Let’s explore the psychological and social underpinnings of such statements and examine studies that support these interpretations.
Freudian Slip or Strategic Framing?
The phrase “Freudian slip” traditionally refers to an unintentional verbal mistake that reveals a speaker’s hidden thoughts or desires. In this context, declaring “It’s not to make a profit” could inadvertently hint at profit being a more significant motive than the speaker wishes to admit.
However, in many cases, such language may not be an accidental slip but a deliberate attempt to control the narrative. This falls into the realm of strategic framing, where individuals shape their statements to align with socially desirable values or to reduce cognitive dissonance.
Psychological Theories in Action
Cognitive Dissonance
According to Festinger’s Cognitive Dissonance Theory, people experience discomfort when their actions or motives conflict with their self-image. If someone is profiting from an endeavour they claim is altruistic, they may feel the need to justify their actions by downplaying the profit motive. Phrasing their intent as “not about profit” helps reconcile this internal conflict.Example: A charity organiser who takes a sizable salary might justify it by emphasising the noble mission of the organisation, even if the profit motive exists.
Impression Management
Erving Goffman’s concept of impression management explains how individuals consciously or unconsciously attempt to influence how others perceive them. Saying, “It’s not about profit” can help the speaker project altruism, aligning their actions with societal values that prioritise community and service over monetary gain.Example: A company launching an eco-friendly product might frame their campaign around “saving the planet” while obscuring the profitability of the initiative.
Moral Licensing
Moral licensing occurs when individuals justify actions that may seem self-serving by first emphasising their good intentions. By framing their work as “not about profit,” individuals might feel morally justified in pursuing financial gain, believing they’ve already established their altruistic credentials.Example: A developer creating affordable housing might downplay profits while emphasising their contribution to addressing homelessness.
Egocentric Bias and Self-Perception
Research by Epley and Caruso (2004) shows that individuals tend to underestimate the extent to which self-interest influences their decisions. The speaker may genuinely believe their statement, despite subconscious profit motives shaping their actions.
The Role of Framing in Persuasion
Framing theory, particularly as explored by Tversky and Kahneman, demonstrates how the presentation of information influences perception. By framing their motives as “not about profit,” speakers redirect focus to the intended social or ethical benefits, effectively shifting the audience’s attention away from financial considerations.
Why This Works:
Aligning with shared values (e.g., altruism) builds trust and rapport.
Downplaying self-interest reduces scepticism, making the speaker’s goals appear more noble.
Studies Supporting This Perspective
Fehr & Schmidt (1999): Theory of Fairness
This research explores how individuals balance self-interest with fairness concerns, often masking self-serving behaviour with altruistic narratives.Gneezy et al. (2012): Deceptive Altruism
This study examines how altruistic framing is used to mask profit motives, often successfully influencing public perception.Ariely (2008): Predictably Irrational
Behavioural economist Dan Ariely’s work highlights how people rationalise decisions to align with social expectations, even when self-interest is the primary driver.
Freudian Slip or Psychological Twist of Fact?
Whether “It’s not to make a profit” is a Freudian slip depends on the speaker’s intent and awareness. If the statement inadvertently reveals a deeper, unacknowledged profit motive, it fits the Freudian definition. If it’s a conscious reframing, it’s better understood as impression management or framing. Either way, the phrase reflects a psychological or strategic attempt to navigate the tension between self-interest and societal expectations.
Conclusion
When people say, “It’s not to make a profit, but to...” they may unintentionally reveal hidden motives, engage in impression management, or strategically frame their actions to align with social values. While such statements are not inherently dishonest, they warrant scrutiny. Understanding the psychological theories behind these dynamics helps us recognize the complexity of human motivation and communication—and reminds us to critically evaluate the narratives we encounter.
To Transparency, meaningful discussion, and Having the Wherewithal to See Through the Fog and If Not, to Question!
— Dianne
Empowering individuals and communities through holistic approaches to personal growth, wellbeing, and resilience.
This exploration of rhetorical and psychological framing isn't just an abstract discussion—it directly informs how we evaluate public policies, like the Prime Minister’s childcare subsidy for families earning up to $530,000. While such policies may be presented as altruistic and supportive of working families, they often mask deeper systemic issues, such as the widening socioeconomic divide and the failure of social welfare to empower marginalised groups.
For a closer look at how this policy impacts class structures, educational access, and self-determination, see the related article on subsidies and socioeconomic inequality.
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Other Research
Epley, N., Caruso, E.M. Egocentric Ethics. Social Justice Research 17, 171–187 (2004). https://doi.org/10.1023/B:SORE.0000027408.72713.45