What is the framing effect?
Since the beginning the Framing Effect has proven to have a significant influence over the way humans make decisions. It’s therefore no surprise that a lot of companies around the world have integrated this into their campaigns, intentionally trying to influence customers’ decision-making processes to increase conversions in the salesfunnel. Studies revealed that even a slight change to the way something is presented can result in a completely different response or decision.
Here are the four main types of frames you should consider while creating your marketing message:
- Gain: this type of framing highlights all the potential benefits that are gained from using a product or service. For example, Apple phones and tablets are often advertised as high end, class and status.
- Loss: it is human nature to avoid loss. Scarcity is a particular type of loss framing and it’s all about instilling a fear of missing out. For example, Black Friday sales are for one day only.
- Emotion: to create an emotional attachment to a brand, some advertisers will focus on of how it makes you feel. For example, Dove soaps, where women can be who they are.
- Statistical: the framing of statistics is fascinating as it can actually support and oppose your argument at the same time, depending upon which way you look at it. For example, 7 out of 10 endorse a restaurant, so from the other point of view 3 are not. So it might not be good always.
How is framing used?
Framing is used to represent the communication aspect which leads to the people’s preference by consenting one meaning to another. Framing stimulates the decision making process by highlighting particular aspects by eliminating the others. You can use this in your online funnel in several ways. For example by using a bestseller:
Another example is making you feel like it is the better option, while it’s exactly the same to have 50% low- fat yogurt instead of 50% fat yogurt.
Do you want to know more about the framing effect and many more neuromarketing concepts?