What Is the Framing Effect? How Marketers Use It to Influence Consumer Decisions

Key Takeaways:

• The framing effect is a psychological bias where people’s decisions are influenced more by how information is presented than by the information itself, making message structure just as important as message content.
• Different types of framing, including attribute, goal, risky-choice, and visual framing, can shape how consumers perceive value, urgency, and risk, even when the underlying product or offer doesn’t change.
• Framing significantly impacts consumer behaviour by altering their emotional responses, cognitive shortcuts, and decision-making under uncertainty, especially in high-pressure or low-involvement purchase scenarios.
• Marketers can apply the framing effect strategically by aligning messaging with funnel stages, using A/B tests to optimise framing style, and reframing value propositions to highlight gains or avoid losses.

What is the Framing Effect?

The framing effect is a psychological phenomenon where our decisions can be swayed simply by the way information is presented. It’s not just about the content itself; it’s all about how it’s delivered.

Although both perspectives highlight the same reality, the emotional and cognitive reactions can vary significantly. This inconsistency in rational decision-making is what makes the framing effect particularly powerful and a popular subject of study in psychology and behavioural economics.

Why It Matters in Marketing

Marketing is all about persuasion, and the way we frame our messages plays a crucial role in how consumers interpret various offers, the associated risks, the benefits on offer, and calls to action. Backed by real-world studies, framing can have a significant impact on several key aspects:

• Purchase intention  
• Risk perception  
• Emotional engagement  
• Brand trust

Marketers who overlook the importance of framing might find themselves missing out on conversions, even if their product is undeniably superior.

Why Framing Effect Happened?

The framing effect highlights an essential truth: we don’t make decisions solely based on logic; we rely heavily on perception. In fast-paced, high-pressure settings like marketing, our emotions and mental shortcuts often take the reins.

To grasp the power of framing, we must examine the psychological factors that influence how individuals interpret information. It’s fascinating to see how even slight changes in wording can result in significant shifts in behaviour.

Prospect Theory and Loss Aversion

The core idea behind the framing effect comes from Prospect Theory. It shows that we assess potential outcomes in relation to a reference point, rather than looking at them in isolation. Interestingly, we tend to fear losses more than we appreciate equivalent gains.

• Loss aversion means people are more motivated to avoid losing £100 than to gain £100.
• In marketing, this is why messages like “Don’t miss out on your discount” often outperform “Enjoy 20% off today.”

Curious about why consumers fear missing out more than they value gains?

👉 Check out our guide on loss aversion in marketing!

Cognitive Heuristics and Mental Shortcuts

Our brains are naturally inclined to conserve effort. Instead of meticulously analysing every bit of data, we tend to rely on heuristics; those handy mental shortcuts that enable us to make quicker decisions.

• Availability Heuristic: We often judge situations based on what springs to mind most readily. For instance, framing your message with striking examples or relatable statistics (like “2 out of 3 users saw results in just 7 days”) can significantly sway perception.
• Anchoring Effect: The initial piece of information we encounter (such as a high starting price) serves as a reference point for all our subsequent evaluations.

These mental shortcuts illustrate how the way information is presented can influence our first impressions and our final choices.

Emotional Resonance and Mood States

Framing is about tapping into emotions just as much, if not more, than appealing to logic. Messages that evoke an emotional response are more memorable and persuasive.

• Positive frames, such as “Feel more confident with our solution”, resonate with optimism and aspirations.
• Negative frames, for instance, “Stop wasting time and money”, stir feelings of fear, urgency, or a strong urge to make a change.

Interestingly, external factors like the weather or a person’s mood can also impact how these frames are perceived:

• On gloomy days, for example, consumers tend to respond more positively to straightforward gain frames like “Get £50 off.”
• In more cheerful moods, the differences between the frames become less apparent.

Types of Framing in Marketing

Framing isn’t just a theoretical notion; it’s a practical tool that marketers rely on each day to shape perceptions and inspire action. Whether you’re crafting ad copy, designing landing pages, or presenting pricing options, the way you frame your message plays a crucial role in how consumers respond. Here are five tried-and-true framing strategies that can sway buyer behaviour.

Attribute Framing

Attribute framing is all about highlighting a particular feature of a product, whether positively or negatively, even when that feature hasn’t changed at all.

For example:

• “80% lean” beef sounds healthier than “20% fat,” even though they’re identical.
• A sunscreen described as “blocks 98% of UV rays” is more reassuring than one that “lets in 2%.”

Framing like this is particularly useful for first-time buyers, new products, or when comparing similar options. It quickly and effectively showcases the appealing features, making them easy to remember.

Risky-Choice Framing

Risky-choice framing is something we encounter when faced with decisions that involve uncertainty or the possibility of loss. It frequently pops up in areas like insurance, finance, and health, where we’re often tasked with choosing between a safer option and one that’s a bit more precarious.

For example:

• “There’s a 70% chance of success” vs “There’s a 30% chance of failure.”

While the probabilities remain constant, people’s reactions can vary depending on whether the situation is presented as a gain or a loss. Generally speaking, consumers tend to shy away from risks when gains are in focus, but they often seek out risks when losses are highlighted. This intriguing dynamic is something marketers can utilise to influence decision-making.

Goal Framing

Goal framing focuses on the impact of taking action or choosing not to act. It’s less about the product and more about the outcomes that result if the user engages, or, conversely, if they don’t.

Compare:

• “Improve your health by exercising daily.” (gain frame)
• “Risk serious illness if you don’t stay active.” (loss frame)

Messages that focus on potential losses often resonate more when the behaviour we want to encourage is seen as preventative, such as health check-ups or cybersecurity upgrades. So, when you’re looking to motivate action or help people get past their reluctance, framing your goals in this way can be effective.

Visual & Auditory Framing

Framing isn’t limited to text; it’s deeply affected by design, tone, and presentation.

For example:

• Colours: Red suggests urgency; green suggests positivity or safety.
• Font styles: Serif fonts may convey authority; sans-serif suggests modernity and ease.
• Voice and tone: A confident narrator vs. a neutral explainer can change how a message is received.

These cues influence how people perceive what they read or listen to, particularly in media like video adverts, podcasts, sales presentations, and landing pages. When executed properly, visual and auditory framing fosters trust and emotional connection even before a single word is understood.

Value Proposition Framing

Value proposition framing adjusts how you present price, bonuses, or deal structure to maximise perceived value.

For example:

• “£200 off today” often outperforms “20% off,” even if the discount is the same.
• “Buy now and get a free gift” frames the offer as added value, while “Gift included with purchase” may feel less urgent or enticing.

This method of framing is particularly effective when combined with elements of scarcity, FOMO messaging, or tiered pricing. It encourages customers to justify their spending by highlighting the value they receive, rather than simply focusing on the cost.

Want to learn how the fear of missing out drives clicks, urgency, and impulse purchases?👉 Explore our article on FOMO in marketing to see how top brands turn psychological pressure into powerful conversions.

How the Framing Effect Influences Consumer Behaviour

Framing Shifts How Consumers Make Decisions

When it comes to making choices, consumers often don’t assess all the information available to them objectively. More often than not, they’re swayed by how the options are presented, particularly in situations that are either high-stakes or low-investment.

Research has demonstrated that even choices that are statistically the same can lead to very different decisions depending on how they’re framed. A well-known illustration of this is that people are generally more likely to agree to a medical procedure when it’s explained as having a “90% survival rate” rather than one that’s stated as having a “10% mortality rate.”

In marketing, this means:

• Gain frames can encourage optimism and certainty.
• Loss frames can push consumers to act faster or avoid regret.

Framing Enhances Perceived Value and Creates Urgency

Perception equals value. The way you showcase your product, set your prices, or run your promotions can significantly affect how valuable your offering seems, even if the actual details remain unchanged.”

Framing techniques that emphasise scarcity, exclusivity, or time sensitivity are particularly effective. For example:

• “Only 3 items left” sparks action through loss framing.
• “Last chance to save 25%” creates urgency by tapping into FOMO.
• “Includes bonus gift valued at £50” reframes pricing to highlight added value, not cost.

These subtle cues shift attention from price to benefit, and from hesitation to decision. In markets, the way a message is framed can be the deciding factor between abandonment and conversion.

Looking to harness the power of limited-time offers and low-stock alerts?

👉 Check out our deep dive into the Scarcity Principle in marketing and discover how to build urgency that converts without eroding trust.

Applying the Framing Effect to Your Marketing Strategy

Marketers must understand the framing effect and apply it to influence decisions. Effective framing requires aligning with the audience’s mindset, buying journey, and emotional triggers.

Here’s how to turn framing theory into marketing performance:

1. Align Frames with Buyer Intent and Funnel Stage

• Top of Funnel: Use positive framing to inspire curiosity and aspiration. For example, highlight what users gain by reading your content or signing up for a free trial.
• Bottom of Funnel: Loss framing becomes more powerful as decision risk increases. Emphasise what they’ll miss out on if they don’t act: limited-time offers, missed revenue, and declining performance.

2. Use Framing in Pricing and Offer Structure

• Present discounts as avoiding loss (“Don’t pay full price”) rather than just a reward (“Get 10% off”).
• Use tiered pricing to anchor perception, frame premium plans as the “complete” or “smartest” choice, while lower tiers feel like settling.
• Incorporate bonus framing: “Includes a £50 bonus toolset” is more persuasive than “£50 value.”

3. A/B Test Frames: Data Over Assumptions

• Test gain vs. loss framing in headlines, CTAs, and ad variations.
• Measure click-through, bounce rate, and conversion rate to see which frame resonates with your audience.

4. Match Emotional Framing to Product Category

• Aspirational products (fitness, education, career tools) perform better with gain framing.
• Preventative or risk-averse products (insurance, cybersecurity, compliance) benefit from loss framing.
• Combine with visual framing (colours, layout, tone of voice) to reinforce the message emotionally.

Real-World Examples of the Framing Effect

Here are two powerful examples of how strategic framing has been used to influence perception and drive results.

1. Insurance Plan Defaults in New Jersey vs. Pennsylvania

A well-known case in behavioural economics highlights how default options can influence choice. In New Jersey, the default auto insurance was a limited right to sue, which 80% of buyers accepted. In Pennsylvania, where the default was a full right to sue, only 25% chose the limited option. Despite the policies being nearly identical in cost and structure, the way they were framed made a significant difference. By presenting one option as the standard, it created a sense of social proof and perceived safety. This example illustrates how framing can shape decisions even when consumers aren’t fully aware of the differences.

2. “95% Fat-Free” vs “5% Fat” Food Labelling

When it comes to consumer goods, the way products are framed can greatly influence how we perceive them. Take food labelling, for example: beef marketed as “95% fat-free” often fares better in consumer preference studies than the same meat labelled as “5% fat”. While both say the same thing, the positive framing of what the product lacks creates a healthier and more appealing impression. This shift in perspective aligns with health-conscious shoppers’ goals, ultimately affecting their buying choices without altering the product itself.

Conclusion

The framing effect illustrates that the way you express something can often hold more weight than the content itself. In the world of marketing, where every word, image, and offer vie for attention, framing is far from a minor detail; it’s a vital strategy. By aligning your message with the way consumers think, feel, and make decisions, you can enhance persuasion, increase perceived value, and inspire meaningful action.

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