The Framing Effect Read online Your perception is shaped by framing. Reference how lean a steak is, and you'll boost perceptions of quality.¹ Politicians know this. Pollster Frank Luntz² reports that 68% of people oppose inheritance tax if it's labelled "estate tax," but the figure jumps to 78% when it's called a "death tax." And yet most marketers forget this. We talk about our products and services in unimaginative ways. At bookshops, marketers promote the top "picks this summer". This...

Do new managers give teams a "bounce"? Read online In sports, it's common to hear about the "new manager bounce". It's an immediate improvement in performance following a change of manager. Like most sporting clichés, it's made its way into the working world. An old boss of mine justified a managerial replacement. by citing the need to quickly hit that quarter's KPIs. But is the new manager bounce real? One detailed study¹ on Polish football managers found that players initially ran faster...

The Framing Effect Read online "Does your kid have a ten-dollar head?" That's what Bell Helmets asked parents in this newspaper ad. It seems like a strange question until we understand the power of framing. Let's look at a study on beer to explain. In a study led by Donald Lichtenstein¹ from Colorado University, bar menus with descending price order increased average beer sales by 4%. Framing the menu with high-priced options first made the mid-range prices seem like a better deal. Sales for...