- Prologue
- Author's Note on the First Edition l Life Wisdom Learned from Psychology

Chapter 01.
Frame about Frame

Frame, the window of the mind that sees the world
Pink King Percy
The world seen through frames
Frame is context
The frame is the definition
Frame is a word
The frame is a question
The frame is a metaphor
Frame is the order
The TV is a frame
Frame is desire
The frame is a stereotype
Frame is an opportunity

-Leaving Chapter 01

Chapter 02.
The frame that changes me

What prayer
What determines happiness
The frame that determines life and death
Avoidance Frames That Invite Failure
A mind trapped in a frame
History and Herstory
Mistake of Prejudice
The power that Pepsi used to beat Coca-Cola
Ultimatum Game
The difference between ownership and experience
Obesity Solution

-Leaving Chapter 02

Chapter 03.
The world, its unbearable ambiguity

uncertainty of sense
The power of order
The Fate of Pluto
Why Bronze Medals Are Happier Than Silver Medals
The power of questions

-Leaving Chapter 03

Chapter 04.
Self-frame, I am the center of the world

egocentrism
Why I Believe My Choice is Universal
Image projection
Self-selection in the brain
CCTV of the mind, lighting effects
You don't know me, but I know you.
The reason I live, the reason you live

-Leaving Chapter 04

Chapter 05.
Person or Situation: A New Framework for Viewing Human Behavior

Is the cause of behavior a person or a situation?
A frame that sees the world as an average
The cause of the action is outside.
The tragedy of white smoke
The power of the crowd
Others, the most attractive answer
Dangerous obedience to authority

-Leaving Chapter 05

Chapter 06.
The frame of 'I am the situation'

Lessons the Pool Taught Me
Thanks to you, it was fun vs.
Did you have fun thanks to me?
MERS and masks
The Secret to Phone Dating: The Self-Fulfilling Prophecy
The advisor is watching
I decide my friend's happiness
I yawn, therefore I am phosphoric acid.
What frame will I be?

-Leaving Chapter 06

Chapter 07.
The Present Frame, Why the Past and Future Are Distorted

Guardianship effect
I knew it
Killing the past
The Secret of the Autobiography
Seo Taiji's overalls
The trap of schedules
The unpredictable emotions of tomorrow
Why Gift Sets Sell So Well
The immune system of the mind

-Leaving Chapter 07

Chapter 08.
Name Frame, the Disruptor of Wise Consumption

public money
pocket money
Original price
Cultural expenses
Day passes and season passes
Won and US dollar
Credit cards and points

-Leaving Chapter 08

Chapter 09.
Change Frames: The Forces That Shape Economic Choices

Crossroads of choice
Loss frames and gain frames
obsession with maintaining the status quo
Endowment effect
The power of postpaid

-Leaving Chapter 09

Chapter 10.
11 Frames of a Wise Person

1.
Have a meaning-centered frame
2.
Maintain the approach frame
3.
Take the 'here and now' frame
4.
Throw away your comparison frame
5.
Speak in positive language
6.
Find someone you want to be like
7.
Change the things around you
8.
Frame your experiences rather than your possessions.
9.
Take the frame of 'with whom'
10.
Polish the great repeat frame
11.
Minimize the adverbs in your life.

-Leaving Chapter 10

- Epilogue Change your frame and your life will change.

★ A psychology bible you must read at least once in your life!
★ A steady seller chosen by 500,000 readers
★ SERI Samsung Economic Research Institute Recommended Books
★ The most popular educational book among Korean opinion leaders

“If you want to change your life, reframe your frame!”
- The psychological wisdom that changes me: 'Frame'
How to live wisely and without regrets in a world full of misunderstandings and prejudices

The absolute humility you experience when you realize your limitations, the courage to break out of your egocentric frame, the wisdom to acknowledge your misunderstandings about the past and ignorance about the future, and the pleasant liberation from your misconceptions about money.
These are the elements of wisdom that I wanted to fill the hearts of readers with through this book.
_ From the epilogue of Choi In-cheol's "Frame"

"Frame" (21st Century Books), which introduced the concept of "frame" to Korea and established itself as a psychology bible by awakening new insights and diverse perspectives on humans and society, is a book about "the mind's window to view the world."
This book is the 10th anniversary revised and expanded edition of 『Frame』, which has been called a must-read for opinion leaders in Korea and has been loved by 300,000 readers since its publication in 2007. It is the definitive edition that contains everything about 『Frame』, which has thrown a new keyword of ‘Frame’ into our society and led changes in individuals and the world.


It comprehensively organizes the concept and essence of the frame, faithfully reflects new and diverse cases and research results in line with the changing times, and has been expanded by 100 pages compared to the first edition, with a comprehensive overhaul of the structure and design.
We added value so that both readers who are encountering the frame for the first time and existing readers can experience an expansion of perception and reframe the frame.


A rare Korean psychology book, 『Frame』 has been a beloved, unrivaled steady seller, and is a classic liberal arts book that is both popular and academic.
The author, Professor Choi In-cheol (Department of Psychology, Seoul National University), announced that he plans to periodically supplement and publish a revised edition of “Frame.”

The window of the mind that sees the world,
Change your frame and change your life!

A frame is a 'window of the mind that looks at the world'.
The perspective on a problem, the mindset toward the world, the metaphors about the world, and the stereotypes about people are all words that fall under the category of frames.
As a window to the mind, the frame acts as an assistant that guides us to see the world in a certain direction, but at the same time, it also acts as a censor that limits the world we see.

People often think of frames as just a 'mindset'.
But the frame is not just a mindset.
A frame does not change easily with one decision.
The reframing process must be repeated continuously until it becomes a habit.
The frame is an object of 'design' rather than an object of decision.
It requires the work of designing and constructing something better after examining language and metaphors, assumptions and premises, words and questions, experiences and contexts, etc.
Just as you build muscle through regular exercise, you must acquire new frames through regular, repetitive practice.

This book proves that our delusions, errors, arrogance, prejudice, mistakes and misunderstandings are caused by 'frames' and suggests ways to break free from them.
In a world filled with misunderstanding and prejudice, it's about understanding ourselves and others, and equipping ourselves with the wisdom and humility to create a better life.
This is why we need to learn frames.
The ultimate goal of 'Frame' is to break one's own mold, be reborn with wise perspective and reflection, and create a free and happy life.

The courage to rearm yourself with the best frame,
This is the destination of wisdom
- The frame of 'I am the situation'

The “Frame of ‘I am the situation’” contains the most emphasized content in this revised edition.
We are sensitive to the power of others to influence our own behavior, but surprisingly insensitive to our own power to influence the behavior of others.
Even though I am the one who causes other people's behavior, I often fall into the trap of thinking, 'That person is just like that.'


The perfection of wisdom and self-reflection is to face the influence I have on others.
If I recognize that I can be another frame for someone, I cannot neglect the effort to create a better me.
Having the awareness that 'I am the situation to others.'
The realization that another person's behavior is not due to something within that person, but rather to the situation that is 'me'.
That is the essence of wisdom and character.

To accurately understand human behavior, it is necessary to use person frames and situation frames in a balanced way.
Abuse of the human frame breeds ignorance of the power of the situation.
This leads us to make the mistake of unnecessarily blaming each other or placing excessive blame on individuals.
Rather than trying to improve the problem through the system, they seek solutions by punishing a small number of problematic individuals.
On the other hand, if we abuse the situational frame without a deep insight into human power, we can easily see people as passive beings and develop a fatalistic view that the improvement of problems lies entirely outside of the individual.
Therefore, a balance is needed that does not lean towards either frame.

Paradoxically, becoming aware of the limits of our minds means actively advancing into new places that exist outside those limits.
No matter where you open a window in a building, you cannot see the whole world.
Knowing this, architects take great pains to place windows where they can get the best view.
Likewise, we too must strive to have the best windows to enjoy the most beautiful and happy scenery of life.
Because the results we obtain from life depend decisively on the frame through which we approach the world.
The courage to rearrange your life in the best possible frame is the goal of wisdom.