Research on the framing effect in managing consumer behavior

Abstract

In conditions of high competition in the market and information overload of consumers, the study of the framing effect as a tool for managing consumer choice becomes particularly relevant. The problem of effective use of framing technologies has not only marketing, but also significant economic importance, since it directly affects the effectiveness of sales policy. The purpose of the study is to identify the mechanisms of influence of various types of framing on the purchase decision-making process. The basis of the study was the expert survey method. A sample group (110 people) was formed, including representatives of the scientific and educational sphere, business, agriculture and industry. 89% of respondents had more than 10 years of professional experience, and 55% had a university degree. The developed research tool (expert questionnaire) allowed us to assess the significance of various aspects of framing effects. The obtained data were subjected to statistical analysis with the construction of rating scales. A statistically significant influence of the framing effect on consumer decisions was established (78% of experts confirmed its importance). Key sensory channels of influence were identified: taste characteristics (7.6 points), surface texture (7.2 points), and color (7.1 points). The special susceptibility of the consumer goods market (84%) to framing technologies was confirmed. The most promising areas of development were identified: commercial framing (33%) and environmental framing (33%). The results obtained are of practical importance for developing effective marketing strategies.