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People are influenced by how information (or options) are presented.
This is true both individually (i.e., how this specific option is worded), and collectively (i.e., the range of available options).
The same facts (or options) presented in two different ways, will often lead to different outcomes.
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Associating words, concepts and ideas happens all the time, subconsciously.
For example, imagine that you're sat on a beach right now, and you've been asked to find the one word that is associated to these:
You'd be more likely to think of:
Than you would a non-beach related word, such as:
This is because the context of being at the beach is influencing how you perceive the world.
Associative Priming
People associate words to emotions—for better and worse.
For example, imagine that there are two internet services available to you. One has capped speeds, and the other does not.
You'd find that people associated more negativity towards "slow speeds", and so if you wanted more users to opt for that package, you might relabel it as a "data saver".
i.e., the value is framed by the emotion conveyed in the content.
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Vinted contextualises parcel size by giving a visual description of what small, medium, and large means, and auto-recommends a size based on the item itself.
When buying a stock on Trading 212, you’ll see a green ring representing how much of your available funds you’re spending.
When testing your internet speeds on EE, they’ll try and contextualise what the speeds mean.