What is the Framing Effect?

The Framing Effect provides how a presentation style will continue the decisions to be made. When the same information is presented differently (positive or negative framing), the perception and preference rate of the options change. This situation makes it stand out as an important factor that directs activities, especially in marketing strategies.

How ​​Does It Affect Customer Decisions?

1. Profit and Loss Frame

Framing in marketing is usually done with a focus on profit or storage. For example, advertising a product with a “90% success rate” creates a more positive perception than stating the same “10% risk of failure”. Since consumers are more likely to avoid experiencing losses, profit-oriented messages become more appealing.

2. Urgency and Limited Stock Messages

Messages like “Get it while supplies last!” or “500 people bought this product in the last 24 hours!” instill the fear of failure (FOMO). This framing encourages quick decision-making and increases purchasing efficiency.

Marketing Examples of the Framing Effect

1. Discount Campaigns

The way a product’s price is emphasized directly affects attitude perception. For example:

- “Get this product at 20% off!” can have a stronger impact than “Save 20 TL!” because percentage discounts, especially at large rates, attract more attention.

2. Low-Fat Milk Framing

Framing is often used in the food industry to present healthy products. For example, a milk brand that advertises itself as “98% fat-free” creates a more effective perception than a “2% fat” that does the same thing. The first statement distracts the message that the product is healthy, the second statement attracts attention, and can cause a negative perception. This does not emphasize whether the product is healthy or not, but how it is promoted.

3. E-Commerce Campaigns in Turkey

Platforms such as Trendyol and Hepsiburada in Turkey instill feelings of instant gain with messages such as “The Biggest Discount of the Year” or “Unmissable Opportunities”. In addition, messages such as “Last 3 pieces left” or “This price is only valid for 12 hours” in product details accelerate the decision-making 

Consumer Effect and Results

The Framing Effect affects purchasing decisions by directing the perception of objects. Marketers use this strategy to give a sense of dispersed gain, create urgency and create a less attractive perception. However, in order to protect against this effect, it is important for consumers to evaluate independently of the framing of the parts and to focus on the product itself.

Conclusion

Framing in marketing not only drives sign-up decisions, but also helps brands gain a competitive advantage. With the right framing strategy, brands can more effectively emphasize fluid intensity and change customers’ emotional attachments.