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- Framing Effect - How our perception for the same product can change, based on how it is presented
Framing Effect - How our perception for the same product can change, based on how it is presented
Imagine this...
You're strolling through a bustling city street, captivated by the vibrant storefront displays and the aroma of freshly brewed coffee wafting through the air.
As you pass by a trendy shoe store, your eyes are drawn to a sign in the window showcasing a limited-time offer.
"Get 20% off on this season's hottest shoe brand!"
Curiosity piques, and you step inside, greeted by shelves upon shelves of stylish shoes.
You find a pair of sleek black shoes that catches your attention.
Glancing at the price tag, you notice it originally costs $200.
However, just as you're about to make a decision, a helpful sales associate approaches you and says,
"Great choice! These shoes are usually $250, but today, we have a special promotion. You can get it for $200, or for an additional $10, we can offer you a VIP membership, which will give you access to exclusive discounts all year round."
At first, you contemplate whether the shoes are worth the investment.
But then the sales associate, with a knowing smile, says,
"Think about it this way – by becoming a VIP member, you'll save $50 on these shoes alone. Plus, you'll unlock a world of fashion savings throughout the year."
Suddenly, the decision becomes clear.
The initial price of $200 seems like a great deal, especially when compared to the higher price of $250.
Moreover, the idea of saving an extra $50 and gaining long-term benefits through the VIP membership sways your judgment.
In this week’s edition of Mindful Marketing, we’re diving into the Framing Effect - How our perception for the same product can change, based on how it is presented.
🧠 The Psychology of the Framing Effect
The term "Framing Effect" was coined by Amos Tversky and Daniel Kahneman in the field of cognitive psychology.
They first introduced the concept in their seminal paper titled "The Framing of Decisions and the Psychology of Choice," which was published in 1981.
The Framing Effect refers to the cognitive bias where people's decisions or judgments are influenced by the way information is presented or "framed."
When options or outcomes are described or framed in different ways, it can significantly impact individuals' perceptions, preferences, and choices, even if the information presented is the same.
For example,
Imagine a scenario where a Frozen Yogurt is presented as "80% fat-free" versus "20% fat."
The framing of the options can influence how customers perceive the frozen yogurt and make their choice, even though the fat content remains the same.
💡How it works inside your Buyer’s mind
When your buyers are faced with choices, their decisions are heavily influenced by the way those options are presented to them.
The framing effect takes hold, shaping their perceptions and ultimately guiding their purchasing behavior.
Consider this scenario: You're launching a new product and have two pricing options to offer your buyers.
Option A: "Standard Package" - $100
Option B: "Premium Package" - $150 (Discounted from $200)
Now, inside your buyer's mind, the framing effect is at work.
Option A might seem reasonable and affordable at first glance. However, when presented with Option B, labeled as the "Premium Package" and accompanied by a discounted price, it immediately catches their attention.
The framing of the options triggers a perceptual shift.
Buyers perceive Option B as more valuable and superior due to the word "premium" and the sense of exclusivity associated with a higher initial price.
Their focus shifts from the actual prices to the perception of savings and enhanced quality.
This cognitive bias influences buyers' decision-making process, leading them to lean towards the premium option even though it is priced higher than the standard package.
The framing effect convinces them that the premium package is a better deal, emphasizing the benefits and features they would gain by choosing it.
Understanding how the framing effect operates in the buyer's mind is essential for savvy marketers.
By strategically framing your product or service offerings, you can shape perceptions, emphasize value, and create a sense of urgency or exclusivity.
Positive Or Negative Framing? 🔵🔴
When using framing in your marketing copy or product descriptions, there are basically two ways to go: Positive framing and negative framing.
Positive Framing: Focus On Gains 💪
When using positive framing, you want to focus on what the buyer is getting. They’re gaining something. They’re making progress or growing in some way.
Some words to use in your copy when you’re using positive framing are:
Get
Now
Grab
Today
Save (time, money, etc.)
plytix.com
Negative Framing: Make them Afraid to Lose 😨
On the other hand, when using negative framing, you want to make buyers afraid of losing out on something.
Negative framing taps into peoples’ natural fears—of loss, or of missing out. Buying your product will prevent a negative outcome.
Some words to use in your copy when you’re using negative framing are:
Avoid
Conquer
Don’t let…
Don’t miss out
Stop wasting (time, money, etc.)
plytix.com
Which Is Better: Positive or Negative Framing? 🤔
That depends. Research seems to indicate that people tend to react better to positive framing.
But the bottom line is that positive and negative framing can both work.
It’s important to A/B test both, and optimize your strategy based on the metrics you gather from your own store and sales.
🤑 How to Apply the Framing Effect
Alright, so how can you apply the Framing Effect right now to boost your sales?
Specificity is Key 🎯
Always strive to employ the most specific language possible when crafting your product descriptions, marketing copy, and any other information related to your offerings.
When you want to use the framing effect effectively, being specific becomes even more crucial.
Your customers need to understand the differences between the options you present to them.
Analyze your language closely; is there any vagueness or lack of clarity?
If so, it will reduce the effectiveness of your framing.
Example: Grab these cozy boots.
With positive framing and specific language: Keep your feet toasty warm and fashion-forward in chilly weather with these ankle-high, faux-fur-lined winter boots.
With negative framing and specific language: Say goodbye to freezing toes—banish those winter chills with these ankle-high winter boots featuring cozy faux-fur lining.
Paint the Dream … or the Disaster 🎨
In addition to being specific, Incorporate as vivid and visual language as possible.
This technique isn't only about specificity; it's also about tapping into the emotional side of buyers.
With every carefully chosen word, paint a tantalizing picture where their desires are brought to life in stunning detail.
Help them visualize the remarkable gains they’d get in their dream situation and risks that lie ahead if they don’t take action right now.
By combining highly visual phrasing and framing, you can entice the right emotions and compel buyers to want to buy from you.
Example: Stylish leather briefcase for sale.
With visual language and positive framing: Command attention as you walk into the boardroom with this exquisite handcrafted leather briefcase. Its sleek design and rich patina exude professionalism and sophistication.
With visual language and negative framing: Avoid the disappointment of carrying a mediocre briefcase that fails to complement your style and status. Elevate your image with this handcrafted leather briefcase, adding elegance and class to your professional demeanor.
Show both the Immediate and Long-Term Benefits🥇
When experimenting with different writing frames, strike a balance between considering the immediate short-term and future long-term consequences for your buyers.
Whether you use short-term or long-term language, there isn't a definitive "right" choice, it's a matter of finding the best fit.
Run A/B tests to determine which approach proves more effective in enticing customers to make purchases.
Example: Get free delivery on a new mattress.
Example with short-term, positive framing: Get the best sleep of your life tonight—and free delivery—when you order a 12-inch gel memory foam mattress.
Example with long-term, negative framing: Avoid back and joint pain when you’re older by sleeping on the right mattress: A 12-inch gel memory foam for optimum support.
In a Nutshell 🥜
When presenting choices to buyers, framing can significantly influence their decisions.
The Framing Effect biases individuals to perceive options differently based on how they are presented.
Businesses can strategically frame their offerings to highlight benefits, savings, or exclusivity to drive sales.
By understanding and leveraging the Framing Effect, you can shape perceptions and influence buyer behavior to create positive brand experiences.
So, craft your messaging carefully and tap into the power of framing to captivate buyers and increase conversions.
See you next Thursday,
Razy Shah
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