Abstract

The framing effect is a cognitive bias in consumer behaviour that suggests the way information is presented influences consumer choices. This research hypotheses that by strategically framing the presentation of product options—through the manipulation of pricing, perceived value, and the context in which choices are offered—a significant number of consumers can be influenced to select a target product. Unlike a straightforward presentation, where all product options are viewed equally, the framing effect involves altering the perception of certain items to make one option seem more appealing in contrast to the others, which may be presented as less desirable due to how their attributes are framed. This study examines the effect of framing alongside theories of psychology by manipulating price signs, packaging and colour on age and gender in the urban population.

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