Mika
VIP Contributor
Let’s say you are trying to buy a hand sanitizer, both products have the same quantity and the same price, however, one has a tagline, kills 97 percent germs, and the other bottle says 3 percent germs are unaffected. Which product will you choose? Well, in most cases, you will choose a product that says it kills 97 percent of germs, right?
Well, this is actually a cognitive bias that goes by the phrase “the framing effect.”
This is used by the marketers to determine what information they will be presenting to their consumers to get them to buy. This is based on the fact that people try to avoid any potential loss. Therefore, consumers find it appealing when the positive features of the products are highlighted, instead of the negative aspects.
The studies have demonstrated that the frustration of losing $20 is more powerful than the joy of winning $20. So, when you want to influence someone, frame it around the positive aspects.
Well, this is actually a cognitive bias that goes by the phrase “the framing effect.”
This is used by the marketers to determine what information they will be presenting to their consumers to get them to buy. This is based on the fact that people try to avoid any potential loss. Therefore, consumers find it appealing when the positive features of the products are highlighted, instead of the negative aspects.
The studies have demonstrated that the frustration of losing $20 is more powerful than the joy of winning $20. So, when you want to influence someone, frame it around the positive aspects.