Framing Effect
We make choices based on how the information is presented to us.
The research
During academic term, vegetable dishes were labelled up in different ways for 600 or so diners. In the basic label, the description of carrots was simply "carrots"; in the indulgent label, the description was "twisted citrus-glazed carrots". Seductive names resulted in 25% more people selecting the vegetable compared with basic labelling.
Turnwald et al. (2017). Between Indulgent Descriptions and Vegetable Consumption.
Choices can be presented in a way that highlights the positive or negative aspects of the same decision.
Thought starters
Use captivating language terms to frame the offering as unique and desirable
Make the positive attributes of the offering salient and memorable
Compare with other choices sharing similar features but worse-off on certain attributes
Try combining with (O5) Halo effect.