I’m not sure what the textbook definition of framing is but is has to do with “framing” your proposal in a manner which makes you more likely to succeed. There’s an interesting story about an experiment involving framing on Wikipedia where the choices people made were completely reversed depending on how a question was “framed.”
Marketers are constantly framing information in an effort to get you to buy. There’s nothing wrong with it. It’s an effective strategy. I use it too. One of my headlines says something along the lines of don’t spend $100 for a tool you can get for free, buy my video for $10. So framed that way, my proposal doesn’t cost you $10, it saves you $90. That’s a common way to frame a sales letter.
Pharmaceutical companies are masters at framing. They’re constantly inventing new diseases. You no longer have acid indigestion, you have acid reflux disease. When they frame it as a disease, you’re probably more likely to buy the magic pill that cures the disease. But is this pill solving one health problem and causing another? Do you listen the massive list of possible side effects they mention at the end of each commercial?
Credit card companies are good at framing too. They way they frame their offers, you’re not irresponsibly running up debt and paying a high rate of interest, you’re supporting some charity or you’re getting cash back or taking a vacation you deserve. But do you really need another credit card?
The mortgage companies don’t frame risky adjustable rate mortgage refinances as putting your house at risk, you’re being smart and paying off high interest credit card debt or making home improvements that will increase the value of your home. But can you still make the payments when the interest rate rises? Do you have the discipline not to run up your credit card debt again?
Framing is powerful. Be aware that it’s being used against you and use it responsibly yourself.
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