Frame effect: this is how it influences your decisions

The frame effect, known in English as framing effect, It is a cognitive bias according to which the way in which a situation is presented to us will determine the decision we will make about it.. That is, the same information, presented in a different way, can lead to different conclusions. In this case, the “frame” is the way the information is presented.

In advertising and marketing, This effect is quite functionalas it motivates people to choose unconscious options, depending on how the alternatives of gain or loss are formulated.

If you want to know more about this psychological phenomenon and how to overcome it, we invite you to continue reading.

The framing effect is proof of imperfection in our reasoning process.

Study on the frame effect

The best way to reflect the framing effect is through research conducted by psychologists Amos Tversky and Daniel Kahneman, from Stanford University.

In this study, The researchers asked what solution they would choose to save most of the 600 people affected by a hypothetical disease. For which they presented the following scenario:

Option A: save 200 lives. Option B: an alternative solution in which the probability of saving all 600 people was 33%, while there was a 66% chance of saving no one.

Faced with these alternatives, 72% of the participants chose option A, since the second seemed too risky to them.

Subsequently, psychologists presented the same information, but formulated differently:

Option A: 400 people dieOption B: there is a 33% chance that no people will die and a 66% chance that everyone will die.

With this new formulation, 78% of participants chose option B. If we analyze both formulations, we will notice that only the language changed, but the message remains the same. Thus, they influenced people to choose a new option.

Causes of the frame effect

Cognitive biases are evolutionary strategies that our brain uses to streamline the information that reaches us and optimize its subsequent processing through heuristic rules (ways of seeking solutions to problems).

Although we are not always right, making quick decisions improves our processing capacity. And it must be said that it would be impossible to give a correct solution to the thousands of decisions that we have to make daily.

The framing effect in marketing and advertising

Since this cognitive bias was proven, the world of sales did not hesitate to take advantage of it. most of the strategies of marketing and advertising use the frame effect to provoke the desired response in the client.

In such a situation, as consumers and users, We must be aware of the existence of this bias and be cautious against commercial tricks who try to trap us using this effect and others like it.

How does the framing effect influence our decisions?

The key to this bias is in the framework with which the information is presented to us. In this way, there are three types of frames.

Attribute framing

Consists in highlight a positive characteristic versus a negative onethis will significantly improve our perception.

For example: if you were presented with these two options, which would you choose? A brand of milk that is 99% fat-free or another with only 1% of it?

Risk framing

Highlight profit versus loss, This makes a product or investment look better. In other words, it emphasizes what can be gained and not the possibility of losing.

For example, “an average of 60% manage to win” sounds better than “40% lose.”

Objective Framework

This framework uses the loss aversion bias to get a response in the desired direction.. The most classic example is “don’t pass up this offer, it won’t happen again.”

When our options are presented in terms of what we stand to lose if we don’t buy or invest, it is easier for us to make a hasty decision.

How to avoid it?

In order to make better decisions, below we offer some advice. Thus, we also avoid falling into advertising traps.

1. Rephrase the problem

To overcome the framing effect bias, sometimes we just need to reframe the situation. It is convenient to see it from both points of view, taking into account both the negative and positive sides.. This way we can make a more rational decision.

2. Assume psychological distance

Becoming a kind of outside observer will allow us to take a more impartial stance. To the put aside emotionswe will be able to better assess the situation and from a more rational point of view.

The framing effect causes the context to influence our decisions.

3. Activate thinking

The framing effect is largely due to mental laziness or cognitive greed. In most cases we don’t want to bother and invest time and effort in analyzing all the factors, so we prefer to make decisions quickly.

As we already said, It is not always negative, in some cases it can make us more effective and obtain more results with less effort, but this is not always the case. When we have to make important decisions, we need to deactivate that automatic thinking mechanism and thoroughly verify the situation. That means asking questions, seeking more information, and taking more time to reflect on our response.

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