Framing Effect: Vim li cas tib yam khoom muag zoo dua nrog cov lus sib txawv

Yuav Ua Li Cas Nobel Prize-txoj kev xav txog kev puas siab puas ntsws tuaj yeem hloov kho koj cov nqi muag khoom muag- thiab yuav ua li cas cov ntawv txee hluav taws xob ua rau nws ua haujlwm raws sijhawm.

Ob lub khob yogurt zaum ntawm lub khw muag khoom txee. Tib hom, tib qhov loj me, tib tus nqi. Ib daim ntawv ESL nyeem"muaj 20% rog". Lwm tus nyeem"80% rog-dawb."

Two yogurt cups

Koj yuav xaiv qhov twg?

Cov neeg feem coob tuav qhov "rog-dawb" ib yam tsis muaj kev cuam tshuam. Tab sis ob daim ntawv qhia piav txog tib yam yogurt. Nees nkaum feem pua rog yog yim caum feem pua rog-dawb. Basic lej.

Cov lus me me ntawd hloov pauv-los ntawm "muaj roj" mus rau "fat-dawb"- ua kom tag nrho koj lub hlwb categorizes cov khoom. Ib tug xav tias tsis noj qab nyob zoo. Lwm tus xav tias zoo li kev xaiv ntse.

Qhov no yog qhovframing nyhuv. Thiab yog tias koj nyob hauv khw muag khoom, nws yog qhov sib txawv ntawm cov khoom uas ya tawm ntawm cov txee thiab cov khoom uas khaws cov plua plav.

Nobel nqi zog Discovery

Xyoo 1981, cov kws tshawb fawb txog kev puas siab puas ntsws Daniel Kahneman thiab Amos Tversky tau qhia cov neeg koom nrog qhov xwm txheej txog kev kho tus kab mob tuag taus. Thaum cov kev xaiv raug teeb tsa ua "txuag 200 lub neej," 72% tau xaiv qhov kev xaiv nyab xeeb. Thaum cov kev xaiv tib yam nkaus li "400 yuav tuag," 78% xaiv los twv txiaj.

Daniel Kahneman and Amos Tversky presented participants

tib lej. Tib yam tshwm sim. Kev txiav txim siab tsis sib haum.

Qhov kev tshawb pom no tau txais Kahneman tus nqi zog Nobel hauv Kev Lag Luam.

Yog vim li cas Poob hits Harder dua Gain

Hauv khw,poob zoo dua qhov kev xav zoo. Thaum koj tau txais ib yam dab tsi, nws tsuas yog luv nqi -zoo, tab sis tsis nco qab. Thaum koj poob ib yam dab tsi, nws yog koj tus kheej cov nyiaj, koj lub sijhawm taug kev mus.

Taug kev mus rau hauv ib lub khw muag khoom noj khoom haus thiab saib dab tsi tshwm sim. Hauv seem khoom tshiab, cov neeg yuav khoom coob coob nyob ib puag ncig cov khoom lag luam nrog cov cim flashing "Lub Sijhawm Txwv tsis pub dhau - 2 teev dhau los" lossis "Tsuas 5 sab laug." Cov khoom no tau cheb mus rau hauv lub laub hauv feeb. Meanwhile, nyob rau hauv lub ces kaum ntawm khaub ncaws, racks cim "Zoo heev" los yog "Super Savings" zaum heev tsis quav ntsej, nrog cov neeg muas zaub casually browsing thiab taug kev mus tas li -xa.

info-900-600

Qhov txawv? Ib tug ncej ua rau ntshai poob. Lwm tus tsuas yog cog lus tias yuav nce.

Poob aversion yog 2-2.5x muaj zog dua li kev txhawb siab. "Missing out" ua rau muaj kev nqis tes ntau dua li "tau txais kev pom zoo."

Qhov no txhais tau li cas rau Koj Daim Ntawv Sau Npe

Cov khoom zoo ib yam nrog tus nqi zoo ib yam tuaj yeem muaj kev muag khoom sib txawv raws li qhov koj piav qhia lawv.

Hand Sanitizer: Tib yam khoom, txawv zaj dab neeg

Ncej zoo	Ncej tsis zoo
"Tua 99% ntawm cov kab mob"	"Tsuas yog 1% ntawm cov kab mob muaj sia nyob"

Ob nqe lus yog lej zoo tib yam. Tab sis "tua 99%" ua rau koj xav tias muaj kev tiv thaiv. "1% ciaj sia" ua rau koj xav tias 1% yuav ua rau koj mob.

Txoj cai luv nqi $100

Ib lub tsho $30?"50% tawm"ntaus "Txuag $ 15."
Ib tug $1,000 laptop?"Txuag $ 200"ntaus "20% tawm."

Lub hlwb teb rau tus lej twgxav tiasloj dua. NrogElectronic Shelf Labels, koj tuaj yeem hloov pauv tam sim ntawm feem pua thiab nyiaj daus las qhia raws li tus nqi taw tes -ib nyem hauv qhov backend, txhua lub cim hauv koj lub khw hloov tshiab hauv vib nas this.

Yog vim li cas cov khoom nyob rau hauv "Limited Sijhawm" ESL Tags Muag tawm sai

Pom cov khoom ya tawm ntawm lub txee ntawm koj lub khw muag khoom hauv zos? Tshawb xyuas ESL cov cim npe. Lawv yuav luag ib txwm tso saib kev xa xov xwm ceev:

"Lub caij nyoog kawg- xaus hmo no"kev ua tau zoo"Zoo heev hnub no!"

Notice the products flying off shelves

"Tsuas yog 3 sab laug hauv Tshuag"kev ua tau zoo"Yuav tam sim no thiab txuag"

Nrog ESL cov tshuab txuas nrog koj cov ntaub ntawv khaws cia, cov kev poob no - cov kab lus hloov tshiab tau txais:

Tshuag > 100:Zaub "Tus Muag Khoom Zoo Tshaj Plaws - 5,000+ muag lub hlis no" (cov pov thawj hauv zej zog)

Tshuag <20:Zaub "Tsuas yog [X] sab laug - muag sai" (scarcity trigger)

Tshuag <5:Zaub "Yuav luag ploj mus!" + LED flash ceeb toom (qhov ceev tshaj plaws)

Tsis muaj kev kuaj xyuas. Tsis muaj cov ntawv tshaj tawm. Lub kaw lus rub lub sijhawm tiag tiag - cov ntaub ntawv khaws cia sijhawm thiab hloov thav duab lub sijhawm hloov pauv hloov pauv. Kev xa xov tsis txaus tshwm sim tsuas yog thaum nws muaj tseeb tiag- thiab ploj mus tau txais thaum rov tsim khoom.

Sijhawm -Raws li Ncej Hloov

Lub sij hawm sib txawv ntawm hnub hu rau cov thav ntawv sib txawv. Cov neeg taug kev thaum sawv ntxov thiab yav tsaus ntuj browser muaj kev xav sib txawv kiag li-thiab teb rau cov lus sib txawv kiag li.

Nrog ESL lub sijhawm ua yeeb yam, cov keyboards no tshwm sim tau:

Sijhawm Hnub	ESL Display Strategy	Vim Li Cas Nws Ua Haujlwm
Sawv ntxov maj (6-9 teev sawv ntxov)	"Cov neeg siv khoom nyiam"	Cov neeg yuav khoom tsis khoom ntseeg cov neeg coob coob - ntawv pov thawj hauv zej zog yeej
Ib tag hmo lull (11am-2pm)	"Hnub no tshwj xeeb"	Browsers xav tau ib qho laj thawj los yuav tam sim no
Yav tsaus ntuj (6-9 teev tsaus ntuj)	"Xov Xwm Kawg Hnub No"	Poob thav duab tsav tsheb ua ntej kaw
Hnub so	"Tsev Neeg Loj=Tus nqi zoo dua"	Rov hais dua rau ntau yam - yuav lub siab xav

Teeb nws ib zaug hauv kev tswj hwm. Txhua lub cim hauv txhua txoj kev hloov pauv ib txhij ntawm lub sijhawm teem tseg. Tsis muaj neeg ua haujlwm taug kev hauv pem teb. Tsis muaj manually yuam kev. Tsis muaj lub cib fim ploj lawm.

Rau siab - thaj chaw tshaj tawm kev tsheb,LCD cov ntxaij vab tshausamplify cov nyhuv ntxiv - cov ntsiab lus yees duab dynamic uas qhia countdown timers, flash muag animations, thiab tiag -time "X neeg saib qhov no" social pov thawj uas zoo li qub tag tsis tuaj yeem xa.

Thaum Negative Framing yeej

Rau kev noj qab haus huv- cov neeg yuav khoom tsis nco qab, qhov kev xav yuav yogzam kev pheej hmoo, tsis tau txais txiaj ntsig:

Tsawg siv tau	Siv tau ntau dua
"High hauv protein"	"Zero dag cov khoom xyaw"
"Rau cov vitamins"	"Tsis muaj qab zib ntxiv"
"Nutritious xaiv"	"Dawb los ntawm preservatives"

Kev noj qab haus huv-cov neeg siv khoom paub tsis tau yuav khoom kom tau txais txiaj ntsig-lawv mus yuav khoom kom tsis txhob muab cov khoom phem tso rau hauv lawv lub cev. ESL cim npe hauv khw muag tshuaj thiab kev noj qab haus huv aisles qhia "Paraben-Free" lossis "Tsis Muaj Xim Xim" tsis tu ncua ua haujlwm zoo tshaj - tsom xa xov.

Subscription Pricing

Kev ua tswv cuab txhua xyoo: $ 1,200 / xyoo vs "Tsuas yog $ 3.29 / hnub"

Tib tus nqi. Kev xaav sib txawv kiag li. Kev rhuav tshem cov nyiaj ntau rau hauv cov nqi me me ua rau lawv xav tias tsis tseem ceeb. ESL cov ntxaij vab tshaus ntawm cov khw muag khoom siv hluav taws xob tso tawm "$ 27 / hli" es tsis yog "$ 648" hloov cov browser tsis txaus siab rau cov neeg yuav khoom.

Tig qhov tsis zoo rau hauv qhov zoo

Nyob ze - cov khoom siv tas sij hawm nthuav tawm qhov kev sib tw framing. "Hnub tas sij hawm" suab tsis zoo. Tab sis reframe nws:

Ncej tsis muaj zog	Strong Frame ntawm ESL
"Hnub Kawg 1/15"	"Txo cov khoom pov tseg - Tus nqi tshwj xeeb hnub no"
"Kev tshem tawm"	"Thaum kawg Markdown - Ntxiv 40% Tawm Twb Txo"
"Lub caij nyoog kawg"	"Flash Muag: Tom ntej no 4 Teev Tsuas"

ESL ua rau lub sijhawm no - hloov pauv sai sai thiab tsis siv neeg. Txuas koj cov khoom lag luam cov ntaub ntawv tas sij hawm kom ua rau muaj kev nce qib markdown thav duab: 20% tawm ntawm 3 hnub tawm, 40% tawm ntawm 1 hnub tawm-txhua qhov kev hloov kho yam tsis muaj ib tus neeg ua haujlwm kov ib qho.

LCD cov ntxaij vab tshaus ntawm qhov kawgtuaj yeem ua qhov no ntxiv nrog cov animated "Flash Sale" countdowns uas tsim kom muaj kev kub ntxhov tiag tiag, tig ze rau - cov khoom pov tseg rau hauv siab - kev muag khoom sai.

Thaum Framing tsis ua haujlwm

Cov nyhuv framing tsis yog khawv koob. Nws qaug zog heev thaum:

Siab -Kev yuav khoom: Yuav tsheb lossis tsev? Cov neeg muas zaub nqis peev loj kev txawj ntse thiab pom los ntawm kev ua kom yuam kev.

Cov Neeg Muag Khoom: B2B procurement professionals paub "99% zoo" thiab "1% tsis ua hauj lwm tus nqi" txhais tau tias tib yam.

Pob tshab Environments: Thaum cov neeg siv khoom tuaj yeem pom ob qho tib si ib txhij, cov nyhuv tshem tawm.

Ethics ntawm Framing

Framing muaj zog. Lub hwj chim ntawd los nrog lub luag haujlwm.

Ethical Framing:

Tshaj tawm cov ntaub ntawv tseeb hauv ntau txoj kev ("80% lean"="20% rog"=ob qho tib si muaj tseeb)

Qhia txog cov txiaj ntsig tiag tiag cov neeg siv khoom saib xyuas txog

Siv kev xa xov tsis txaus tsuas yog thaum cov khoom muag qis tiag tiag

Hla kab:

Fake scarcity ("Tsuas 2 sab laug!" thaum koj muaj 2,000)

Hais txog cov txiaj ntsig uas tsis muaj nyob

Manipulating cov neeg tsis muaj zog

Ethical framing ua haujlwmzoo duantev -lub sij hawm. Cov neeg muas zaub uas xav tias dag tsis rov qab los. Nrog ESL txuas nrog cov ntaub ntawv khaws cia tiag, koj qhov kev thov tsis txaus yog ib txwm muaj tseeb - txhim kho kev ntseeg siab thaum tsav tsheb muag.

Lwm zaus koj pom cov khoom ya tawm ntawm lub khw muag khoom, xyuas nws daim ntawv ESL. Cov lus tseem ceeb npaum li tus nqi.

Nug koj tus kheej:Kuv puas qhia cov neeg siv khoom tias lawv yuav tau txais dab tsi, lossis lawv yuav poob dab tsi?

Cov nyhuv framing tau raug pov thawj rau ntau xyoo lawm. Dab tsi tshiab yog cov thev naus laus zis los ua nws ntawm qhov ntsuas - hloov cov thav duab los ntawm lub sijhawm ntawm hnub, los ntawm qib khoom muag, los ntawm qeb khoom, tag nrho los ntawm ib qho kev tswj hwm dashboard.