Hi there, welcome to the fourth effective principle that is employed by many savvy marketers. Its name is the framing effect. This lecture without an exaggeration will open your eyes to first how to write your marketing copy in a way that could influence people to make a buying decision in second to prevent you from being framed. And in just a moment, you will find out what exactly I mean by being framed, quote unquote. What is the framing effect? The framing effect is an example of a cognitive bias in which people react to a particular choice in different ways, depending on how it is presented.
Example as a loss or as a game. People tend to avoid risk when a positive frame is presented, but seek risks when a negative frame is presented. In other words, when a question is framed, framed, it often has influence on how people answer the question. This is what the term framing effect means. Now, I would like to present a classic study that was done on framing. In a town of 600 people, there is an outbreak of a deadly disease.
If you're in charge of an institution for disease control and do nothing 600 people are expected to die. Now you have found a solution to the problem and present two options, or let's say treatments. The first treatment is this 200 people in the town will be saved. The second treatment is this. There is one third probability that 600 people will be saved in two thirds probability that no one will be saved. So in the study 72% of subjects pick the first treatment Now you have the same situation, but this time worth it in different way.
The third treatment 400 people in the town will die. The fourth treatment, there is one third probability that nobody will die and two thirds probability that 600 people will die. Which treatment do you choose? Now, in the study 78% of the subjects picked treatment for, even though the second set of choices is exactly the same as the first set of choices. Now let's have a look at them again. The first and third treatments mean the same thing.
200 People in the town will be safe, or 400 people in the town will die. Treatment two in treatment four also mean the same thing. The probability that 600 people will be saved is 33% 66% probability that nobody will be saved, in other words, 600 people will die. The fourth treatment, the probability that nobody will be saved is 33%. In 66% probability that 600 people will die or nobody will be saved. This study is indicative how important the framing of a question is.
First, you have to think of the outcome you would like to have in Second, you have to frame your question in the proper way. many examples exist, but this is the most famous one. And most likely, if you do a Google search, you will find it everywhere. Instead of giving you more examples, I want to teach you how you can put this principle to work for you. In the next lecture, we'll discuss the marketing implications and takeaways and more specifically, I'm going to give you three Triton tested techniques. They're going to help you influence your customers by using the frame effect.
Thank you for watching