Which product would you prefer: yogurt that contains 90% of beneficial bifidobacteria or yogurt that contains 10% sugar? The first product is immediately associated with benefits, slimness and healthy eating. The specified percentage of sugar in the second yogurt seems too high, and therefore not suitable for dietary nutrition.
The framing effect in marketing: how does the way information is presented influence the purchase decision?
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Even though these two products are essentially identical, you would most likely choose the first yogurt. Why? Because marketers tried so hard, using the framing effect
Framing as a way of presenting information surrounds us everywhere – from store shelves to advertising videos, from everyday communication to making important business decisions. In this article, we will tell you why it is important for marketers (and ordinary consumers) to know about this phenomenon, as well as how to protect yourself from it.
What is the framing effect and why does it occur?
Framing is a communication tool that helps persuade people to take action based on an emotional response rather than on a factual offer. The decision is influenced by the way the information is presented rather than the characteristics of the options themselves. For example:
vintage fashion sounds more appealing than second-hand clothes;
A 90% chance of winning the lottery seems better than a 10% chance of losing.
As we can see, the options themselves and the consequences of the choice will be the same. However, the framing effect makes us perceive the same thing differently, subconsciously giving it a positive or
Negative coloring.
In the examples above, most people would choose the first options because they emphasize the benefits. Meanwhile, the second options focus on potential losses.
From a psychological point of view, we almost always choose the option that maximizes the prospect of a positive outcome. This decision arises as a result of various psychological processes:
Loss aversion, because we value phantom benefits more than possible losses. Pain and the unpleasant feeling of loss cause emotional stress on the psyche, so we try to avoid negativity. Thus, information with a clearly emphasized benefit becomes more attractive to us, although we do not realize it.
We subconsciously prefer the choice that requires less effort and resources . For example, if the offer is clearly and understandably presented, we are more likely to choose this option and not look for alternatives. After all, all the benefits and advantages of a particular product have already been brought to you “on a plate”, so there is no need to look for additional information.
