Evaluating
Framing Effect
Customers' decisions and perceptions are dramatically influenced by how information, choices, or outcomes are framed—positively or negatively—impacting engagement, satisfaction, and loyalty.
For Example
Supermarkets framing meat as "85% lean" rather than "15% fat" significantly enhance perceived product quality and customer purchasing willingness. Likewise, airlines framing extra costs as "premium benefits" rather than "fees" greatly reduce customer resistance and dissatisfaction.
Similar Biases
Similar biases: Loss Aversion, Mental Accounting, Anchoring Effect Opposing biases: Rational Choice Theory, Reactance Theory, Status Quo Bias
We tend to remember tasks and goals that are not completed.
The Framing Effect refers to the cognitive bias where customers’ choices, decisions, and perceptions change dramatically based on how the same information is presented or worded. Even subtle shifts in wording or perspective—from gains to losses, risks to benefits—can significantly alter customer preferences, emotional responses, and behaviors. In Customer Experience (CX), effectively leveraging framing means carefully choosing language, visual cues, and contexts to enhance perceived value, minimize perceived risk, and boost positive emotional responses. Strategic framing helps brands emphasize benefits clearly, reduce decision anxiety, and inspire confident action. Ethical framing maintains transparency, ensuring customers genuinely understand offerings without manipulation or misinformation. Poor or deceptive framing can quickly erode trust and satisfaction.
Disease Problem Experiment (Tversky & Kahneman, 1981)
Participants chose differently between two medical treatment programs depending solely on how outcomes were framed—as lives saved or lives lost. When framed positively ("200 lives saved"), participants selected the safer option; negatively framed ("400 will die"), they chose riskier alternatives, illustrating framing’s profound impact on decision-making. Meaning for CX: Brands must carefully choose positive frames to emphasize benefits and minimize perceived risks, significantly influencing customer choices, satisfaction, and confidence.
Ground Beef Experiment (Levin & Gaeth, 1988)
Ground beef labeled as "75% lean" was rated significantly higher in quality and more appealing compared to identical beef labeled "25% fat," despite identical products. Positive framing significantly boosted perceptions and purchasing intentions. Meaning for CX: Positive framing greatly enhances perceived value and customer satisfaction, significantly influencing purchasing behaviors. Brands must strategically frame products positively to boost engagement.
Framing of Credit Card Surcharges (Thaler, 1980)
Customers strongly resisted extra costs framed negatively as "surcharges" but were significantly more accepting of identical costs framed positively as "discounts for cash payments." Positive framing significantly reduced perceived financial pain and improved acceptance. Meaning for CX: Brands must positively frame additional costs, charges, or changes to reduce resistance, enhance emotional comfort, and sustain positive customer relationships.
Positively Frame Customer Challenges
Clarify Opportunities Instead of Problems
Early-stage framing significantly influences initial interest. Brands framing customers' challenges positively (e.g., "achieve financial freedom" vs. "avoid financial ruin") significantly reduce emotional anxiety, enhancing openness to exploring solutions. Financial apps framing budgeting as "building wealth" rather than "restricting spending" significantly motivate early engagement.
Clearly Emphasize Gains
Frame Benefits to Capture Attention
Clear, positive framing significantly increases awareness-stage attention and curiosity. Brands emphasizing clear gains ("get healthier skin") instead of problem-focused negatives ("reduce acne") significantly enhance initial emotional appeal. Dove’s positive framing of skincare ("radiant beauty") significantly boosts customer emotional resonance and attention.
Emphasize Positive Outcomes
Reassure Through Benefit-Focused Messaging
At the consideration stage, clearly framing product outcomes positively ("improve your sleep quality") significantly reduces perceived risk, reassuring hesitant customers. Mattress companies clearly emphasizing positive sleep outcomes ("wake up refreshed") significantly enhance customer confidence and product consideration.
Highlight Pleasant Experiences
Frame Exploration Positively
Customers respond positively when exploration is framed as enjoyable rather than obligatory. Streaming services framing discovery as "your next favorite show awaits" rather than "search through our database" significantly enhance positive emotional responses, boosting exploration enthusiasm and engagement.
Reinforce Positive Comparisons
Highlight Superior Benefits Clearly
During research, clear positive framing significantly enhances perceived superiority and desirability. Airlines clearly framing premium economy as "enhanced comfort and benefits" rather than "less restrictive seating" significantly elevate positive customer perceptions during product comparisons.
Reduce Decision Anxiety
Frame Choices Positively
Positive framing significantly reduces anxiety and hesitation at the selection stage. Clearly emphasizing potential gains ("guaranteed satisfaction") rather than minimizing negatives ("low risk of disappointment") significantly simplifies customer decisions. Electronics brands framing warranties as "assured peace of mind" clearly enhance customer comfort and reduce selection anxiety.
Emphasize Value at Checkout
Reduce Friction with Positive Framing
Positive framing significantly reduces transactional friction at checkout. Framing additional costs positively ("premium delivery upgrade available") rather than negatively ("delivery surcharge") significantly improves customer comfort, satisfaction, and transactional completion.
Sustain Long-Term Satisfaction
Reaffirm Positive Experiences Clearly
Positive framing sustains satisfaction post-purchase. Clearly reinforcing benefits ("enjoy continued exceptional performance") significantly maintains customer emotional engagement, reduces post-purchase regret, and strengthens long-term loyalty. Automotive brands positively framing maintenance ("ensure peak performance") significantly sustain positive customer relationships.
Customer Experience Challenges
Typical challenges in CX where the bias can be used
- Risk: Customers strongly respond to perceived risk influenced by negative framing. Clear, consistent positive framing significantly reduces customer anxiety, enhancing trust, emotional comfort, and perceived safety in brand interactions.
- Information: Poorly framed information significantly impacts customer understanding and decision-making. Brands must frame critical details positively and clearly, enhancing information clarity, reducing misunderstanding, and increasing customer engagement.
- Motivation: Negative framing significantly undermines customer motivation. Clear, positive framing enhances emotional excitement and motivation, significantly increasing customer willingness to engage, explore, and purchase.
Customer Experience Pillars
Renascence CX pillars where it can be applied most efficiently
- Integrity: Ethical, authentic framing significantly strengthens customer trust. Brands should transparently frame information positively without manipulation, significantly enhancing credibility and customer respect.
- Expectations: Clearly and positively framing expected outcomes significantly aligns customer perceptions with realistic benefits, maintaining long-term satisfaction and emotional engagement.
- Emotions: Effective positive framing significantly influences emotional responses, enhancing customer happiness, reducing anxiety, and significantly strengthening brand affinity.
Customer Experience Interfaces
Interfaces & touchpoints where it can be applied most efficiently
- Digital: Clearly framing digital messaging positively ("unlock exclusive content") significantly enhances customer digital engagement, excitement, and perceived value.
- Promo: Positively framing promotional messages ("enjoy your special gift") significantly increases emotional appeal, customer enthusiasm, and promotional participation rates.
- Voice: Using empathetic, benefit-focused language ("experience premium support") significantly enhances positive emotional responses during voice interactions, reducing customer anxiety and resistance.
Renascence Tip
Brands must consistently leverage the Framing Effect by thoughtfully choosing positive, benefit-oriented language across all customer interactions. Clearly and authentically framing products, services, and communication positively significantly enhances customer emotional engagement, reduces perceived risk, and dramatically improves satisfaction and long-term loyalty. Ethical framing ensures customer trust, aligning brand promises transparently with genuine experiences, fostering deeper, lasting relationships and customer advocacy.
