Browse Definitions :
Definition

framing effect

Contributor(s): Trea Lavery

Framing effect is a cognitive bias in which the brain makes decisions about information depending upon how the information is presented. Framing effect is often used in marketing to influence decision-makers and purchases. It takes advantage of the tendency for people to view the same information but respond to it in different ways, depending on whether a specific option is presented in a positive frame or in a negative frame.

Marketers commonly use three types of frames to influence consumer decisions: 

Attribute framing - this frame highlights one characteristic of an object or situation in either a positive or a negative light. When the frame emphasizes a desirable attribute, the customer is more likely to take action. When the frame emphasizes an undersirable attribute, the customer is less likely to take action. The challenge with this type of frame is to understand what qualities the consumer thinks are desirable. 

Risky choice framing - this frame presents information in terms of a gamble that will result in a loss or a gain. When options are framed in terms of the gain, the customer is more likely to take action. The challenge with this type of frame is to understand how much risk the consumer is willing to assume in order to avoid a loss.

Goal framing - this frame encourages participation by emphasizing the negative outcome of not participating. When options are framed in terms of what will be missed by not participating, the customer is more likely to take action. The challenge with this type of frame is to understand which negative outcomes will motivate the consumer to take action.  

An advertiser can use the framing effect to change the way that a consumer views a product simply by manipulating a few words in an advertisement. However, the same techniques can also be used by competitors. For example, While Company A may promote its product by saying it has a 90 percent success rate, the company's competitor can change the frame and say that Company A's product will fail one in ten times.

This was last updated in February 2017

Continue Reading About framing effect

Join the conversation

1 comment

Send me notifications when other members comment.

Please create a username to comment.

Have you taken advantage of the framing effect in your advertising? How so?
Cancel

-ADS BY GOOGLE

File Extensions and File Formats

SearchCompliance

  • Whistleblower Protection Act

    The Whistleblower Protection Act of 1989 is a law that protects federal government employees in the United States from ...

  • smart contract

    A smart contract, also known as a cryptocontract, is a computer program that directly controls the transfer of digital currencies...

  • risk map (risk heat map)

    A risk map, also known as a risk heat map, is a data visualization tool for communicating specific risks an organization faces. A...

SearchSecurity

  • access control

    Access control is a security technique that regulates who or what can view or use resources in a computing environment.

  • ethical hacker

    An ethical hacker, also referred to as a white hat hacker, is an information security expert who systematically attempts to ...

  • two-factor authentication (2FA)

    Two-factor authentication (2FA), sometimes referred to as two-step verification or dual factor authentication, is a security ...

SearchHealthIT

SearchDisasterRecovery

  • virtual disaster recovery

    Virtual disaster recovery is a type of DR that typically involves replication and allows a user to fail over to virtualized ...

  • tabletop exercise (TTX)

    A tabletop exercise (TTX) is a disaster preparedness activity that takes participants through the process of dealing with a ...

  • risk mitigation

    Risk mitigation is a strategy to prepare for and lessen the effects of threats faced by a data center.

SearchStorage

  • Flash Storage

    Flash storage is any type of drive, repository or system that uses flash memory to keep data for an extended period of time.

  • optical disc

    An optical disc is an electronic data storage medium that can be written to and read from using a low-powered laser beam.

  • RAID 0 (disk striping)

    RAID 0 (disk striping) is the process of dividing a body of data into blocks and spreading the data blocks across multiple ...

Close