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The Application of Framing Effect in Marketing and Advertising
- 1 Beijing Normal University-Hong Kong Baptist University United International College
* Author to whom correspondence should be addressed.
Abstract
In a market environment that is still highly competitive, the main task of advertising and marketing is to adopt and applying various approaches for increasing the purchase rate. Meanwhile, in people’s daily life, the way language is presented often plays a role in guiding individuals' decision-making behavior, which finally influences the consumption behavior. This paper aims to demonstrate and highlight the proper use of the framing effect of language as a psychological factor in the development of marketing programs. Specifically, this article clarifies the definition of marketing and framing as well as elaborates on three related applications, which include the framing effect in electronic word-of-mouth markets, processed organic food markets and health persuasion advertising. The last part of this paper will discuss the unignorable role of psychological factors in consumption behavior and economic decision-making. Consequently, the application of framing in marketing and advertising mentioned in this paper proves the necessity of studying it in the process of analyzing people's consumer behavior, which will provide marketing inspiration and ideas for marketers. At the same time, this paper provides evidence for the importance of psychological factors in the field of business.
Keywords
marketing & advertising, framing effect, consumer behavior
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Cite this article
Guo,Z. (2023). The Application of Framing Effect in Marketing and Advertising. Advances in Economics, Management and Political Sciences,12,255-260.
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