How the Framing Effect Changes What You Buy

Marketing Psychology with Fexingo: Behavioral Triggers, Persuasion, and Consumer Behavior · Jul 23, 2026 · 9m · transcript

In this episode of Marketing Psychology, Lucas and Luna explore the framing effect — how the way a choice is presented dramatically alters consumer decisions. Using a real 2025 study on subscription pricing, they show how 73 percent of consumers chose a monthly plan when framed as 'save 20 percent annually' versus 'pay 20 percent more monthly.' They trace the effect's origins to Daniel Kahneman and Amos Tversky's 1981 'Asian disease problem,' where 72 percent of participants preferred a risky option when framed as lives saved versus lives lost. Lucas…