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Framing strategies affect consumer perception from "summary" of Neuromarketing by Patrick Renvoise,Christophe Morin
When it comes to marketing, how a message is framed can significantly impact how consumers perceive it. Framing strategies play a crucial role in shaping consumer perception by presenting information in a certain way that influences how it is interpreted. These strategies can be used to highlight certain aspects of a product or service while downplaying others, ultimately guiding consumers towards a specific conclusion or decision. The way information is framed can trigger different emotional responses in consumers, affecting how they feel about a product or service. By framing a message in a positive light, marketers can evoke feelings of optimism, excitement, or desire in consumers, making them more inclined to make a purchase. On the other hand, framing a message in a negative light can create feelings of fear, anxiety, or urgency, prompting consumers to take action to avoid potential consequences. Moreover, framing strategies can also influence how consumers perceive the value of a product or service. By highlighting certain features or benefits, marketers can create a sense of perceived value in the minds of consumers, making them more willing to pay a higher price. Conversely, framing a message in a way that emphasizes cost savings or discounts can make a product or service seem more affordable and appealing to budget-conscious consumers. In addition to emotions and perceived value, framing strategies can also impact how consumers process information and make decisions. By presenting information in a clear and concise manner, marketers can help consumers make sense of complex or overwhelming choices, making it easier for them to make a decision. By framing a message in a way that aligns with consumers' beliefs, values, or preferences, marketers can increase the likelihood of them taking action.- Framing strategies are a powerful tool in marketing that can shape consumer perception in a variety of ways. By understanding how different framing techniques can influence emotions, perceived value, information processing, and decision-making, marketers can create more impactful and effective marketing messages that resonate with their target audience.
