O3
Framing effect
We make choices based on how the information is presented to us.
![](https://cdn.prod.website-files.com/5fe67d7463678b5632a2c102/5fecf40301923a4b9af28e51_P15%20-%20Image1.jpg)
» Use captivating language terms to frame the offering as unique and desirable
» Make the positive attributes of the offering salient and memorable
» Compare with other choices sharing similar features but worse-off on certain attributes