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Glossary

Framing Effect

The influence that the presentation of a choice has on the decision made, even when the underlying options are objectively equivalent. A classic finding from prospect theory is that people are risk-averse when choices are framed in terms of gains and risk-seeking when framed in terms of losses. In upselling, a "bonus" frame ("Get this feature as a free bonus when you upgrade") outperforms a "purchase" frame ("Buy this feature for $10") for users who have previously rejected the offer. The frame shifts the psychological posture from defensive evaluation to receptive receipt.

Example: Mobile games offer a free gift of extra moves after a failed level, then present an enhanced bonus for a small payment, reframing the transaction as a reward rather than a rescue.

Available Editions

The full text edition of the book is available on this site, chapter by chapter, at no cost. A downloadable PDF version is available for sale, for readers who prefer to read offline. A hardcover edition will be available on Amazon: for readers like me, who enjoy highlighting phrases and writing ideas in the margins of the page. A mailing list, quiet and irregular, goes out when new cases and sections are added or existing chapters are updated with fresh data.

★ UPSELLING IS ARCHITECTURE ★ THE ARCHITECTURE OF THE UPSELL ★ READ THE BOOK FREE ONLINE ★