The framing effect. How to manage consumer attention in the digital age?
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Human rights, gender equality, financial crisis - all of these are frames through which people perceive not only the surrounding world, but also themselves. Frames act as tools that quickly and effectively simplify the work of our consciousness, facilitate decision-making processes, and strengthen our perceptions of the world.
What would marketers be without utilizing this ability of the human mind? In the book "The Framing Effect," the author elaborates on how technological giants from Silicon Valley, globally renowned film studios, and even developers of our favorite games use framing to manage the attention and needs of their audience.
Thanks to this book, you will learn:
- why Spotify defeated iTunes in the battle for new customers,
- how Lego entices us to buy new construction sets,
- which frames are used in Dota 2 specifically to encourage players to act together,
- how Elon Musk applies framing to sell Tesla electric cars...
And, of course, you will learn how to use frames for the benefit of your company!
Author:
Author:Kenneth Cukier, Viktor Mayer-Schönberger, Francis de Vericourt
Cover:
Cover:hardcover
Category:
- Category:Politics & Social Science
- Category:Psychology
Publication language:
Publication Language:Russian
Paper:
Paper:offset
Dimensions:
Dimensions:21.5x14.5x1.7 cm
Series:
Series:The Art of Doing Business. How to Attract Customers in the Digital Age
Age restrictions:
Age restrictions:12+
Product type:
Product type:partial lacquer
ISBN:
ISBN:978-5-04-174778-7
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