Framing effect

Blog

Framing effect

Written by Gui.do X Jansen,
September 2010
Written by a human, not by AI

Theory:

Presenting the same option in different formats (or 'frames') can alter people's decisions.

Application:

Research in 1981 (link) told us that people choose differently between the exact same options if the options are presented differently (take a look at the Framing  effect article on Wikipedia and the examples shown there). Take a look at the way you present options to your users. What is the 'story' around each option and is the option you'd like people to choose framed in a way that it's most likely to be chosen? For example: if you like people to subscribe to something for a small periodical fee, it helps if you can place the amount in a frame that immediately makes sense to people like 'Subscribe now for less than a cup of thee a day'.

More like this? Follow me on LinkedIn!

Most of my content is published on LinkedIn, so make sure to follow me there!

Follow me on

Recent posts

Often Confused Commerce Terms
 Often Confused Commerce Terms

Recently I've seen some (often absolute) statements going around, generally in the line of "open source commerce platforms are a terrible idea". Now of course different solutions always have different pros and cons.

Optimization hierarchy of evidence
Optimization hierarchy of evidence

A hierarchy of evidence (or levels of evidence) is a heuristic used to rank the relative strength of results obtained from scientific research. I've created a version of this chart/pyramid applied to CRO which you can see below. It contains the options we have as optimizers and tools and methods we often use to gather data.