How brands can use framing to influence customers (psychology of marketing). The Framing Principle highlights the role that context or perspective plays into shaping our perceptions and decision. Often, the framing principle is incorporated in marketing by emphasizing positive results over negative results, or emphasizing losses compared to gains. For example, we’re more likely to be compelled by a company that states that their product works 90% of the time compared to a company that reports that their product fails 10% of the time.

The emphasis on success frames us for thinking about success, while the emphasis on failure frames us to think about failure. And when it comes to your product, you want success on the customers’ mind.

The other area, where framing often comes into play, is in loss aversion. Often, people feel worse about losing something they already own than they feel happy about gaining something of equal value. This is famously demonstrated by the “coffee cup” studies from behavioral economics reporting that individuals value a coffee cup in their possession more than they’re willing to pay for that same coffee cup.

Marketers can leverage the commitment principle and loss aversion by psychologically influencing the customer to perceive that they already possess the item they are interested in, or they can frame the benefits in terms of avoiding loss as opposed to receiving gains.

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