People decide on options based on how the options are presented
Description
The framing effect works when the data/product is presented in the most compelling way.
Example:
The surgery has a 98 percent survival rate
2 out of every 100 patients die as a result of the surgery
The tool costs $860 a year.
You’ll only pay $2 a day for the tool.
Those statements mean exactly the same thing. The perspective makes a huge difference.
There are five psychologically studied, major categories for framing: gain frames, loss frames, temporal frames, value frames, and goal frames.
Research:
One research found that in disease detection behavior promotional messages, loss-framed copy (i.e. portraying the disease effects) was more persuasive than gain-framed copy (i.e. referring to compliance or lowering death risk).
Another study showed that gain-framed messaging drove higher engagement, compared to loss-framed messaging.
Application
Pricing Strategies
Presenting prices in a way that highlights savings or value can be more appealing. For example, framing a discount as "Save $20" instead of "Get 20% off" can be perceived as more valuable, even if the actual savings are equivalent.
Product Descriptions
Highlighting the benefits of a product or service in a positive frame can make them more attractive. For example, saying "98% fat-free" instead of "contains 2% fat" for the same product can lead to a more positive perception.
Social Proof
Using testimonials and reviews can be framed to highlight the popularity or satisfaction of a product, influencing potential buyers by showing how many others have made a positive decision to purchase.
Scarcity and Urgency
Framing offers with a sense of scarcity ("Only 5 left in stock!") or urgency ("Sale ends in 1 hour!") can create a fear of missing out (FOMO), encouraging quicker decision-making and increasing conversions.
Comparisons and Alternatives
Presenting products or services alongside more expensive options can frame them as more affordable or valuable by comparison. This contrast effect can make the target option seem more appealing due to its relative value.
