{"id":571,"date":"2015-09-28T14:22:03","date_gmt":"2015-09-28T18:22:03","guid":{"rendered":"http:\/\/hannahatkin.com\/blog\/?p=571"},"modified":"2015-09-28T14:22:03","modified_gmt":"2015-09-28T18:22:03","slug":"framing-effect","status":"publish","type":"post","link":"https:\/\/hannahatkin.com\/blog\/framing-effect\/","title":{"rendered":"Framing Effect"},"content":{"rendered":"<p><strong>Word:\u00a0<\/strong>Framing effect<\/p>\n<p><strong>Definition:\u00a0<\/strong>A form of cognitive bias, in which a person's reaction to a specific choice is different depending on the way in which the situation is presented.<\/p>\n<p><strong>Reference:\u00a0<\/strong>Leaders in the study of behavioral economics, Amos Tversky and Daniel Kahneman, wrote a paper entitled \"<a href=\"http:\/\/psych.hanover.edu\/classes\/cognition\/papers\/tversky81.pdf\" target=\"_blank\">The Framing of Decisions and the Psychology of Choice<\/a>\" in 1981 to understand the\u00a0psychological impact of framing effects.<\/p>\n<p>The study asked the first group of participants if they would drive 20 minutes out of their way to buy a $15 calculator for $5 off. About 70% of participants said they would.\u00a0For comparison, they asked a second group of participants if they would drive 20 minutes out of their way to save $5 on a $125 jacket. This time, only 29% said they would.<\/p>\n<p>So what's the rationale behind this seeming irrationality? In the case of\u00a0the calculator, the participant would be saving 33% off the original price, which feels like a great deal. On the flip side, she is only saving 4% when $5 is taken off the $125 coat and that\u00a0just doesn't seem worth it.<\/p>\n<p>It's all about the framing!<\/p>\n<p><strong>Thoughts:\u00a0<\/strong>When creating a design that involves decision\u00a0making, these are the types of psychological principles designers need to consider.<\/p>\n<p>Remember to keep in mind that framing effects are closely tied to <a href=\"http:\/\/hannahatkin.com\/blog\/anchoring\/\" target=\"_blank\">anchoring<\/a>, both of which are extremely useful in e-commerce, particularly when it comes to price-setting.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Word:\u00a0Framing effect Definition:\u00a0A form of cognitive bias, in which a person&#8217;s reaction to a specific choice is different depending on the way in which the situation is presented. Reference:\u00a0Leaders in the study of behavioral economics, Amos Tversky and Daniel Kahneman, wrote a paper entitled &#8220;The Framing of Decisions and the Psychology of Choice&#8221; in 1981 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":575,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-571","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/hannahatkin.com\/blog\/wp-json\/wp\/v2\/posts\/571","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hannahatkin.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hannahatkin.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hannahatkin.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hannahatkin.com\/blog\/wp-json\/wp\/v2\/comments?post=571"}],"version-history":[{"count":3,"href":"https:\/\/hannahatkin.com\/blog\/wp-json\/wp\/v2\/posts\/571\/revisions"}],"predecessor-version":[{"id":576,"href":"https:\/\/hannahatkin.com\/blog\/wp-json\/wp\/v2\/posts\/571\/revisions\/576"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hannahatkin.com\/blog\/wp-json\/wp\/v2\/media\/575"}],"wp:attachment":[{"href":"https:\/\/hannahatkin.com\/blog\/wp-json\/wp\/v2\/media?parent=571"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hannahatkin.com\/blog\/wp-json\/wp\/v2\/categories?post=571"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hannahatkin.com\/blog\/wp-json\/wp\/v2\/tags?post=571"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}