Framing effect. How to manage consumer attention in the digital age?
Framing effect. How to manage consumer attention in the digital age?
Book Description
Human rights, gender equality, the financial crisis - all these are frames through which people think not only of the world around them, but also of themselves. Frames play the role of tools that quickly and effectively simplify the work of our consciousness, facilitate the decision-making process and strengthen our ideas about the world. Who would marketers be if they didn't use this ability of the human mind? In the book "The Framing Effect", the author talks in detail about how technology giants from Silicon Valley, world-famous film studios and even developers of our favorite games use framing to manage the attention and needs of the audience. Thanks to this book, you will learn: - why Spotify defeated iTunes in the fight for new customers; - how Lego forces us to buy new designer kits; - what frames are used in Dota 2 specifically so that players act together; - how Elon Musk uses framing to sell Tesla electric cars... And, of course, learn how to use frames for the benefit of your company!
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