People is so dumb! #2 - Framing

Whether we realize it or not, our behavior is constantly funneled into predetermined bounds. Perhaps the best example of this occurs when we are tempted to buy items on sale. You might not normally spend more than $2 on a toothbrush, but that $4 toothbrush looks like a really good deal when advertised as "on sale" for 20% off the regular $5 retail price. And of course, a smart retailer will make the price $3.99 instead of $4 so we associate the price with the lower $3 range.
Numerous studies have shown that people given larger food portions will eat more without recognizing it. This is partly due to the reframing of what is perceived as a normal food portion size. Soft drinks in the 1950's were served in only one size--about 8 ounces. Today, this would be considered a kid-sized drink, with adult-sized drinks as much as 32 ounces for large and 42 ounces for super-sized. Cup holders and plate sizes have gotten bigger on average. Kitchen cabinets are made deeper to accommodate larger plates. Our environment has been super-sized, altering the frame of what is considered a normal sized meal or drink.
Renaissance painters recognized the critical importance of choosing the best frame for their masterpieces. Without a good frame, a painting can look dull or incomplete, but most frames are hardly noticed. Quick, describe the frame around the Mona Lisa. Frames provide boundaries and dress up their contents but often remain hidden in plain sight.
In a broad sense, human behavior is framed by what is considered good or bad, right or wrong, cheap or expensive, high or low, big or small, naughty or nice. Students from rival schools watching the exact same basketball game will each consistently believe that the opposing team committed more fouls.
We see what we want to see.
We even tend to frame our own ideas. When we are committed to a point of view, we try very hard to find evidence that supports our case and we tend to ignore evidence that goes against our case. If something doesn't occur as we predicted, we tend to reframe our own perspective to explain away the discrepancies.
Have you ever bought a company stock and watched the price go down day after day? Each new day, we tell ourselves that if the high price was good, then today's lower price is even better. People are proud. We have a hard time admitting our mistakes. We just can't seem to abandon that sinking ship.
So, how can we use framing to influence the behavior of others?
A boy scout was having little success with his door-to-door fund raising attempts. Many people seemed uninterested in making money donations for his troop. Having watched several KZbin videos on behavior framing, the clever boy tried a different approach. The boy first asked if the person would be interested in volunteering to be a troop leader. Most people said no, but interestingly, these people were much more likely to make a money contribution, feeling guilty for turning down the boy's first request.
Individuals see the world through unique filters. People care about what they care about, not what you care about. In order to use this to your advantage, you must step into the shoes of the other person. You must see the world through their eyes and frame your request in a way that matches that person's priorities.
To the egotistical person you might say, "We can't do this project without you. Your unique skill set is exactly what we need."
To the attention-seeker, "This is a high profile case, lots of people are watching, would you like to join the team?"
To the thrill seeker, "This will be an extremely difficult project, only the best should apply."
In 1914, Irish explorer Sir Ernest Shackleton used this approach when recruiting crewmen for a trans-Antarctica mission. "Men wanted for hazardous journey, small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful, honor and recognition in case of success." He received over 5,000 applications.
From a marketing standpoint, the concept of framing is simple. Frame your customer to a higher price.
"Cars like this one are selling for $20,000, but I'll let this one go for $18,000."
What's the purpose of a manufacturer's suggested retail price? Don't you think car dealerships know how to price a car without suggestions from the manufacturer? The MSRP is a price frame. It gives the dealership a negotiation starting point. In a perfect world, the buyer would know how much the dealer paid for the car.

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Pl axe make more videos!