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Equivalence framing

Reviewed by expert Scientifically proven

Equivalence framing is a cognitive bias that refers to how the presentation of information or choices can influence decision-making. It occurs when the same information is presented in different ways, resulting in different choices and preferences for individuals. For example, if a product is described as "90% effective," it may be perceived more positively than if it is described as "10% ineffective," even though both statements convey the same information. Equivalence framing can be a powerful tool in marketing and can be leveraged to influence consumer behavior.

Sure, I can give you a brief explanation of equivalence framing.

Equivalence framing is a cognitive bias where people react differently to the same information depending on how it is presented to them. This bias can be seen in situations where the same information is presented in a positive or negative way, and people react differently to those two different framings.

For example, a study conducted by Tversky and Kahneman in 1981 found that people are more likely to take action (such as getting vaccinated) when the risk is presented in a positive way (80% survival rate) compared to when it's framed in a negative way (20% mortality rate).

To use equivalence framing to improve conversion rates, you need to present your information in a way that is most likely to be positively received by your users. For example, if you want your users to complete a survey, you could present it in a way that emphasizes the benefits of completing it (such as helping to improve your products) rather than focusing on the effort required.

In order to implement this bias in your website, you need to understand your user's motivations and present the information to them in a way that resonates positively with their goals.

I hope that helps! Let me know if you have any other questions.

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