Framing Effect. How to Manage Consumer Attention in the Digital Age?

Human rights, gender equality, financial crisis — all these are frames through which people perceive not only the surrounding world but also themselves. Frames serve as tools that quickly and effectively simplify our consciousness's work, facilitate the decision-making process, and... enhance our perceptions of the world.
Who would marketers be if they didn’t use this capability of the human mind? In the book "Framing Effect," the author explains in detail how technological giants from Silicon Valley, world-renowned film studios, and even developers of our favorite games use framing to manage attention and audience needs.

Thanks to this book, you will learn:
• why Spotify defeated iTunes in the battle for new customers;
• how Lego makes us buy new building sets;
• what frames are used in Dota 2 specifically to encourage players to act collaboratively;
• how Elon Musk applies framing to sell Tesla electric cars...

And, of course, you will learn to use frames for the benefit of your company!

Author: КЬЮКЕР К., МАЙЕР-ШЕНБЕРГЕР В. и др.

Printhouse: Eksmo

Series: The Art of Doing Business. How to Attract Customers in the Digital Age

Age restrictions: 12+

Year of publication: 2023

ISBN: 9785041747787

Number of pages: 288

Size: 60x90/16 mm

Cover type: hard

Weight: 385 g

ID: 1414507

Human rights, gender equality, financial crisis — all these are frames through which people perceive not only the surrounding world but also themselves. Frames serve as tools that quickly and effectively simplify our consciousness's work, facilitate the decision-making process, and enhance our perceptions of the world.
Who would marketers be if they didn’t use this capability of the human mind? In the book "Framing Effect," the author explains in detail how technological giants from Silicon Valley, world-renowned film studios, and even developers of our favorite games use framing to manage attention and audience needs.

Thanks to this book, you will learn:
• why Spotify defeated iTunes in the battle for new customers;
• how Lego makes us buy new building sets;
• what frames are used in Dota 2 specifically to encourage players to act collaboratively;
• how Elon Musk applies framing to sell Tesla electric cars...

And, of course, you will learn to use frames for the benefit of your company!