What is it?
How something is framed or presented to us can make different features more or less salient. For instance, people would be far more tentative about an operation that has a 5% mortality rate compared to an operation that has a 95% survival rate, in spite of the fact that they represent the same level of risk.
How can I use it in my favour?
In a study, when price was framed as shown below, 80% of the respondents chose option 3, where they saw the product as totally FREE
1 : £5 for product + Free Shipping
2 : £2.50 for product + £2.50 shipping
3 : FREE product! (+ £5 shipping) >80% selected this!
How marketers frame choices, set the context and present information can influence consumers’ decisions.