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In an experiment by researchers at Concordia University in Montreal, it was found that women were heavily influenced by the way a person described a potential mate to them, meaning that they responded very differently to the exact same information depending on how it was presented. For instance, consider the difference between “Seven out of 10 people who know this person say he is kind” and “Three out of 10 people who know this person say he is unkind.” When framed the second way, women were far more likely to reject the guy in question, even though the information is technically the same.

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