The same information, presented in a different way, can lead us to different conclusions. This is known as the frame effect. Next, we present its consequences and how to overcome it. We present best services for Psychiatric Treatment Center in Lahore.
Frame Effect
The framework effect, known in English as the framing effect, 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 we present the information.
In advertising and marketing, this effect is quite functional, as it motivates people to make unconscious choices, depending on how the alternatives of gain or formulate loss.
If you want to know more about this psychological phenomenon and how to overcome it, we invite you to continue reading.
Advertising that announces reduced prices in a store.
The framing effect is proof of the imperfection in the process of our reasoning.
Study On the Frame Effect
The best way to reflect the frame effect is through research conducted.
In that study, the researchers asked what solution they would choose to save the majority of 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 not saving anyone.
Given these alternatives, 72% of the participants chose option A, since the second seemed too risky.
Subsequently, the psychologists presented the same information, but formulated differently:
Option A: 400 people die
Option B: There is a 33% chance that no one will die and a 66% chance that everyone will die.
With this new formulation, 78% of the participants chose option B. If we analyze both formulations, we will notice that only the language has 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 speed up the information that reaches us and optimize its subsequent processing through heuristic rules (ways of looking for solutions to problems).
Although we are not always right, making quick decisions improves our processing capacity. And it must say 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 we verified this cognitive bias, the world of sales did not hesitate to take advantage of it.
In such a situation, as consumers and users, we must be aware of the existence of this bias and be cautious against commercial tricks that try to trap us using this effect and others like it.
How does the frame effect influence our decisions?
The key to this bias lies in the framework with which we present the information. In this way, there are three types of frames.
Attribute Framing
It consists of highlighting a positive characteristic against a negative one, this will significantly improve our perception.
For example: If you give these two options, which would you choose? A brand of milk that is 99% fat-free or one that is only 1% fat?
Risk Framing
Highlight profit versus loss, this makes a product or investment look better. In other words, it emphasizes what can we gain and not the possibility of losing.
Objectives Framework
This framework uses the loss aversion bias to get a response to the desired side. The furthermost typical example is do not miss this offer, it will not be repeated.
When we present our options in terms of what we stand to lose if we do not buy or invest, it is easier for us to make a hasty decision.
How To Avoid It?
In order to make better decisions, here are some tips. Thus, we also avoid falling into advertising traps.
1. Reframe 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 the positive side. So, we can make a more rational decision.
2. Assume A Psychological Distance
Becoming a kind of outside observer will allow us to take a more impartial stance. By putting emotions aside, we will be able to better assess the situation and from a more rational point of view.
Couple shopping for clothes
3. Activate Thinking
The framing effect causes mainly by mental idleness or cognitive greed. In most cases we do not want to bother and invest time and effort in analyzing all the factors, so we prefer to make decisions quickly.
As we have already said, it is not always negative, in some cases it can make us more efficient and obtain more results with less effort, but this is not always the case. This entails asking ourselves more questions, gathering more information, and devoting more time to reflecting on our responses. When we have to make important decisions, we need to deactivate that automatic thinking mechanism and thoroughly check the situation.
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