Hedonic Framing

Hedonic framing is a way to make gains (positives) feel bigger and make losses (negatives) feel less strong. Splitting up gains into smaller units can make the whole gain feel greater. But on the opposite side, combining losses into a single loss can make it feel like a smaller loss.

Applications

• Consider if you can itemize or break up small gains for clients. Some companies do this by listing each discount individually (each one is a small gain to you) so you feel like you’ve gained a lot and are getting a great deal.

• If you are trying to avoid your clients strongly feeling a negative experience, consider combining negatives (losses) to soften the overall negative feeling.

Considerations

Ethically this should be used to empower your clients to reach their goals, not to make an organization look better.