Friday, August 25, 2006
Persuasion: Who Frames Wins
The frame of a conversation is the context of it, e.g. If I asked you how overly expensive you found product A, then you would think about product A in terms of how expensive it was and answer based on that. If I asked you how remarkably inexpensive and cheap product A was then you would evaluate and answer in these terms. I am basically asking for the same information (your opinion on the price of product A) but I am setting two different frames (expensive, inexpensive).
The frame of the question determines the type of answer I will get. This fact is often used to manipulate surveys and questionnaires.
As humans, we need a frame to operate in. We always compare and contrast. The thing is, depending on the frame we are in, we can come up with different answers to what is the same question. This is just the classic: Is the glass half full or half empty. Both are true but depending on which perspective or frame you use will make a great difference to how you view the glass and more importantly, how you will feel about it.
Notice how differently you can feel given the following two situations:
(the below situations come from work done by Kahneman, Slovic and Tversky [1982])
The frame of the question determines the type of answer I will get. This fact is often used to manipulate surveys and questionnaires.
As humans, we need a frame to operate in. We always compare and contrast. The thing is, depending on the frame we are in, we can come up with different answers to what is the same question. This is just the classic: Is the glass half full or half empty. Both are true but depending on which perspective or frame you use will make a great difference to how you view the glass and more importantly, how you will feel about it.
Notice how differently you can feel given the following two situations:
(the below situations come from work done by Kahneman, Slovic and Tversky [1982])
- Situation 1: In a game you receive £1000 and then have a choice between:
A) A certain gain of £500
B) 50% chance to gain an extra £1000 and a 50% chance to gain nothing - Situation 2: In a game you receive £2000. In addition, you have a choice between:
C) A certain loss of £500
D) A 50% chance to lose £1000 and a 50% chance of losing nothing.
Hmm, notice the difference?
In situation 1: 84% choose option A
In Situation 2: Only 31% choose option C.
Both situations are effectively the same except from different frames.
So, becareful to check the frame that is being set before you accept it and answer a question. If you don't set the frame yourself, someone else will be setting it for you. Remember, whoever controls the frame controls the meaning.
