The controversy goes…
A. A ten% failure charge
or
B. A 90% success charge
Which choice is extra interesting to you, unconsciously?
Choice B seems to be extra interesting to me though A and B imply the identical factor: a ten% failure charge equals a 90% success charge; a 90% success charge means there’s a ten% failure charge.
Although they’ve the identical that means, when you have been a enterprise, which proposition would you set in your web site?
The framing impact is how folks make choices primarily based on the way in which the data is offered.
Individuals are typically threat aversive; nobody likes to know there are dangers concerned when making choices. That’s why typically talking, presenting one thing in a constructive method is extra highly effective than presenting one thing negatively, except you need folks to keep away from taking sure actions.
The framing impact doesn’t restrict to displaying constructive or adverse info. Keep in mind, it’s about “how info is offered.”
Check out the next instance from Dyson:
Assuming Dyson was doing a marketing campaign they usually discounted a number of merchandise from $1000 to round $800.
As an alternative of claiming, “$800 on choose Dyson know-how”, “Save as much as $200” was a more practical message as a result of it frames the acquisition as a money-saving alternative slightly than simply spending $800.
Identical info, two other ways of presentation. Nonetheless, one could result in a better conversion charge in comparison with one other.
Now you understand how the framing impact works, let’s take a look at just a few real-life examples.
Clorox
Kills 99.9% of viruses and micro organism.
Additionally means: