Framing effects are everywhere. An estate tax looks very different to a death tax. Gun safety seems to be one thing and gun control another. Yet, the consensus from decision theorists, finance professionals, psychologists, and economists is that frame-dependence is completely irrational. This book challenges that view. Some of the toughest decisions we face are just clashes between different frames. It is perfectly rational to value the same thing differently in two different frames, even when the decision-maker knows that these are really two sides of the same coin. Frame It Again sheds new light on the structure of moral predicaments, the nature of self-control, and the rationality of co-operation. Framing is a powerful tool for redirecting public discussions about some of the most polarizing contemporary issues, such as gun control, abortion, and climate change. Learn effective problem-solving and decision-making to get the better of difficult dilemmas.

'This is an engaging and authoritative tour through the world of frames. Whether you are interested in psychology, economics, or sociology, framing effects are indeed central to the power of human reason, rather than its undoing.'

Nick Chater - Professor of Behavioural Science, Warwick Business School, and author of The Mind Is Flat

‘… fascinating and well-written book Bermúdez does a great job in showing us the complexities of human decision-making, and the intriguing role frames play in the process.’

Annemarie Kalis Source: Metascience

‘Bermudez's book is a welcome contribution to the important, broader task of problematizing and challenging the powerful narrative that he labels the litany of irrationality.'

Fay Niker Source: Economics and Philosophy

‘… Bermúdez has written a remarkable book. We highly recommend it to everyone seeking a fresh perspective on framing and rational decision-making.'

Source: Erasmus Journal for Philosophy and Economics

‘…Frame It Again is an excellent book. The argumentation is clear and to the point, confronting the reader with a compelling defense of framing effects. The examples of rational frames brought forward by the author are convincing and pervasive, ranging from games to political decisions, from mythological and literary characters to our day-to-day life.’

Chiara Caporuscio Source: Philosophical Psychology