Framing

Consumers frame decisions based on subconscious past experiences, purchasing decisions, satisfaction, and the way they view their emotions. According to Rob Walker, framing is seen as the wording of a question and how the consumer responds to that question is how they frame a purchasing decision.

If framing is often related to the subconscious past emotions in purchasing, then how are branding and framing not directly related? When thinking back on my purchasing decisions I repeatedly consume products in which I know will satisfy my current wants. I have framed my mind to always and no matter what being satisfied when I walk into J.Crew. I instantly want anything and everything and because of this the price I am willing to pay for certain items is directly related to the store in which I am in. I compare the price of a shirt to the price in which I paid for a similar shirt in which I love. I relate the price of a new pair of jeans in one store to the price in which I can purchase them in a store 20 minutes from here. If the price is less 20 minutes away, I will drive there and not think twice about the price of the gas and the time I gave up to drive there.

When relating this to a product I have purchased I instantly think back to this summer when the pair of sunglasses I had my eye on were listed for $40 cheaper at a store an hour away. Nordstrom was having their anniversary sale which meant that a particular line of sunglasses was discounted to 50% off. I was jumping for joy not even taking into account that the closest store was located an hour away. I didn't even think twice about the fact that I could purchase the exact same item in the local mall, spending little to no money on gas. My frame of mind was set on these sunglasses being discounted and I would do whatever it takes to get them for that price.

After reading about framing and decision making, I realize that my decision was entirely irrational. We as consumers think nothing when it comes to spending money on food and gas, these items are necessities, we have no choice. But when it comes to clothing, accessories, etc. We have the power to control our decisions and determine the satisfaction and gratitude we will receive from these monetary savings. We will do whatever it takes to say that we saves, even if it doesn't add up in the long run.