FRAME EFFECT AND ITS INFLUENCE ON DECISION-MAKING IN MEDICINE (ACCORDING TO D. KAHNEMAN AND A. TVERSKI CONCEPT)

The article is based on the concept of framing, as described in the works of the Nobel Prize laureate D. Kahneman and A. Tverski. The purpose of work is acquaintance physicians and health care managers with the effect of framing in medicine The essence of effect of framing is expounded. The examples of decision- making in medical practice and the organization of medical care on the basis of effect of framing are given. Emphasized influence of the formulation on the choice of the solution. Dependence of effect of framing is indicated on System of 1 cogitative activity. The question of moral and ethical aspect of framing in medical practice is discussed.