Frame effect means that people's different descriptions of the same objective problem lead to different decision-making judgments.

The concept of framing effect was first put forward by Tversky and Kahneman in 198 1.

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"A new category or subcategory needs to be defined, and this definition needs to be communicated to consumers.

The framing effect widely studied by linguists and psychologists has an impact on both tasks. "

In a category or sub-category, frame effect can affect people's cognition of goods.

Which related factor should appear first?

For example, for hybrid vehicles, what should people think of first, saving money, saving energy or saving the planet?

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The underlying logic of classification is to define "what this belongs to and what it doesn't belong to", and consumers reduce the memory cost through classified memory.

Considering that subtle differences will affect people's cognition, how should relevant factors be stimulated?

According to the frame theory, related factors do not exist independently, but in a network.

Stimulating one related factor can indirectly stimulate other related factors, thus bringing favorable or unfavorable effects to enterprises trying to operate categories or subcategories. "

There are two frame metaphors that can help us further illustrate this concept.

The first metaphor is a picture with a border, which shows what is inside the frame and what is outside the frame.

It describes the scope of a certain category or subcategory, whether it is beer, light beer or wheat beer.

The second metaphor is an architectural framework under construction, which is a structure that connects elements together and provides the foundation.

Therefore, building a product category or subcategory also defines a framework or structure, which contains a combination of attributes, advantages, applications or users. "

It is found that the framing effect can affect a person's cognition, discussion, attitude formation and final purchase and use of products.

Whether the same information is processed, distorted and affects people's attitudes and behaviors is related to the framing effect.

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The cognition that "the purpose of washing clothes is to make clothes more colorful" will affect a person's handling of detergent advertising information and the way of washing clothes. This person will be more sensitive to the color of detergent, but another consumer with a different conceptual framework may not pay attention to this aspect at all.

Even without information processing, this conceptual framework can affect consumers' purchase decisions, because the framework effect can highlight some measurement standards. If a brand has high credibility under this standard, it will be chosen by consumers.

"There is a common illusion in commercial organizations: consumers are rational, they seek relevant information, set clear goals, carefully measure functions and make reasonable decisions.

It is normal to have such cognition.

This is in line with our instinct, especially in high-tech or B2B fields. A successful strategy is to develop and convey logical and functional benefits.

In addition, when consumers are asked why they choose this brand or not, they will explain the reasons from the perspective of function: because these brands can, but other brands can't meet their choices well.

But unfortunately, this idea is wrong. "

Consumers are by no means rational.

Even if they have the will, they have enough time (but many times they don't). They usually lack reliable information, memory, calculation ability and enough knowledge about a product field to obtain relevant information and use it to make their decisions optimal.

It is not difficult to explain why Singapore Airlines received a large number of proposals when purchasing aircraft. Each proposal analyzed different options in detail, but in the end it only made a decision by intuition.

Consumers usually don't optimize their purchase decisions, but rely on substitutes of perfect information and hints symbolizing results to make decisions.

By influencing consumers' conversations around products or services, the framework can influence their entire decision-making process and user experience.

It can be above reason, and even people with a little knowledge will be confused.

"George Ray Kauff (a linguist at the University of California, Berkeley) talked about the framing effect in the political field and how much influence it has on management discussions.

Let's look at the following example.

The wording of tax can frame the nature of a discussion, because different wording will inspire people to have completely different attitudes towards tax.

"Tax reduction" produces a metaphor of a hero who helps people reduce their burden, and the wording also implies that anyone who wants to hinder this lofty pursuit is at least naive.

"Taxation is an investment in the future" depicts a picture of road construction, children's education and the enhancement of national defense capabilities.

The metaphor of "tax is like the membership fee you pay in a club" reminds people that you have paid the money you should pay in order to get the service that benefits yourself and the people around you.

Each frame has a very different influence on discourse by implicitly changing the goal.

Whether you buy an athlete's energy bar, an office white-collar worker, a woman, a nutrition bar, a breakfast bar, a protein bar or a weight-loss bar, the framing effect is very important.

It is really important. Because it will affect the information you process, your evaluation of the brand, your purchase decision and user experience.

If you want to buy a female-only energy bar, and this product seems to be for men, then this feeling is wrong, even if there is nothing wrong with the composition of the product.

This product has lost its chance, although it may be a good choice.

But it entered the wrong frame and lost its relevance.

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Subcategories should continue the prototype characteristics of the parent category, otherwise they will lose their relevance and the classification will fail.

"Leikauf commented that the framework is often cognitive unconscious, because people may not realize its existence and influence.

This is one of the reasons why the framing effect is so powerful. The reason why the framework has not achieved a dominant position is that it is logically reasonable and fair, and competitors have created a vivid metaphor to represent a framework with the vanguard role, or simply because competitors are more persistent and louder than their opponents.

Once a framework is formed, it will last for a long time. Even if it has just been introduced, it is difficult to eliminate it.

Leikauf likes to say to his students before each class, "Never think about elephants." Of course, students will find it difficult to erase elephants from their minds. "

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