Let's chat some behavioural economics (BE). Yeah, that sciencey bit in advertising that we all seem to agree with, but seldom what to use or talk about. I get it. It's not the know the sexiest or coolest thing in adland. Chatting about holograms, VR or the latest leap in automation is perhaps a little bit more in vogue but the geeky planner in me still salivates when I see BE in action.
One of the most commonly used BE techniques is “Framing” -
The framing effect explains how we alter our decisions depending on how
information is presented to us. We’ll react in a completely different way when
the same choice is presented to us in the context of a loss or a gain.
A simple example of this is, by labelling a product bar of
chocolate as “91% fat free” rather than “9% fat”, it frames it as a
healthy product.
But there are even more subtle ways to use the framing
effect.
Quaker's used it to market their product - “Porridge To Go”.
It is essentially a flapjack, but we associate flapjacks with treats, sugar and
definitely don’t see it as a healthy breakfast treat. But by calling it or
“(re)framing it” as “Porridge On The Go”, what was once a no-go for brekkie is
a now a permissible, nutrition breakfast because of the positive, healthy
associations we have with porridge.
Pretty cool, eh?
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