Gain or Loss? Mastering the Art of Framing in Negotiation

A practical conversation with Keenan on using framing to influence perception in negotiations and why deliberate practice is essential to applying it effectively.

What We Explored in This Episode

In this episode ofThe Negotiation Club Podcast, Philip Brown (Founder of The Negotiation Club) is joined by Keenan Taku, a former law student and participant in Philip’s negotiation workshops, to explore the negotiation tactic of framing.

The discussion focuses on how the way information is presented can shape perception, influence judgement, and quietly guide decision-making during a negotiation.

Understanding Framing in Negotiation

Philip and Keenan distinguish between different approaches to framing, particularly positive framing and negative framing.

Positive framing highlights what can be gained by accepting a proposal, while negative framing draws attention to what might be lost if it is rejected. The episode explores how both approaches can be effective, depending on timing, context, and the mindset of the other party.

Loss Aversion and Decision-Making

A key concept discussed is loss aversion—the psychological tendency for people to be more motivated to avoid losses than to pursue equivalent gains.

The episode examines how this principle underpins framing as a tactic, and why negotiators who understand loss aversion can influence decisions without changing the underlying substance of an offer.

Framing in Practice

Keenan shares practical examples from negotiation competitions where framing played a decisive role. These examples illustrate how subtle shifts in language and emphasis can change how proposals are interpreted, even when the numbers remain the same.

The conversation reinforces that framing is not about manipulation, but about understanding how people process information under pressure.

Turning Framing into Practice

Both Philip and Keenan emphasise that framing is a skill that improves through deliberate practice, not theory alone.

To practise framing, try presenting the same proposal in two different ways—one focused on gains, the other on potential losses—and observe how the response changes. Pay close attention to timing, tone, and the reactions you receive.

A dedicated Negotiation Card on Framing has been created to help practitioners practise this tactic intentionally in live and simulated negotiations.