The decision making is the process of selection of the best outcome from the numerous options available. In the case of framing, the decision is decorated in a fancy manner that affects the thinking of the person making the decision. The psychology of the consumers show that they intend to focus on the positive and gain side of the dressing and focus more on big numbers than small.
Types of Framing Effects
The framing effect can be divided into various types. Each postulates an effect on the thinking pattern while making a decision. Some of the types are as identified below:
Auditory Frame: The auditory frame includes the tone of the conversation. The voice and confidence put in the conversation. For example, a salesperson who sounds confident enough to make the offer and conversates loud and clear is more likely to make the sale than the salesperson who does not sound confident in making the sale. It could be judged from the manner of the conversation when are the parents coaxing the children and when are they scolding.
Visual Frames: Visual frames include the color, graphics, and font size used in the written conversations. The long spooky styles are used to represent a horror theme and round letters show calmer conversations. For example, nowadays refrigerators come in different colors so that they can match the different interiors of the customers. In a similar manner the facial expressions, smile, body language, way of standing pose different impressions on the recipient of the conversation.
The given image shows caption â€œI will always find youâ€ in two different fonts. The second font gives an eerie feeling to the reader and the first font gives a comparatively lovable and smooth feeling to the reader. The second font depicts that the person is trying to give a warning sign. The other font shows that the sender is showing affection through the message.
Value Frames: The value frame is the dressing that suggests that the higher the value or utility associated, the more inclined a consumer will be towards it. For example, consumers are highly drawn towards 50 percent sale on a commodity of $100 rather than the commodity priced $50. It is the trick that is played with the psychology of consumer as a consumer mostly prefers a product with discount.
For example, in the advertisement for packet chips it is shown that the chips are 80 percent gluten-free or the chips include 20 percent of gluten.
The consumer deciding on the purchase will be inclined towards the purchase if the advertisements highlight that the chips are 80 percent gluten-free rather than 20 percent gluten inclusive. The bigger number makes the consumer believe that they will get more benefit and are willing to pay higher price for the same.
Positive and Negative Frames: The conversation leaves a positive or negative impact on the minds of the readers which can affect their decision on the product or commodity. Some conversations use â€˜donâ€™t miss the offerâ€™, offer valid for 10 daysâ€™ which are examples of negative marketing. On the other hand â€œbuy two get one freeâ€™ is an example of a positive frame for marketing.
The decision of the consumers of the commodity is influenced by how the commodity is marketed and presented. Above are the types of frames that can be used by the sellers. The frames bear a positive effect as well as a negative effect on the decision taker.
The frames make the person believe if his decision is right or wrong. Such psychological tricks are highly used when a person wants to convince the other. These are used while marketing a product, or service, expand customer base, or any other business activity. These are also used by the parents and teachers to develop interest of the children in various activities.
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