The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

485. The Social Art of Influence

Apr 3, 2025

Mikael Klintman, a sociology professor at Lund University and author of "Framing: The Social Art of Influence," dives into the transformative power of framing in everyday decisions. He breaks down four key framing categories: texture, temperature, position, and size, showing how they can sway consumer behavior. From luxury brand strategies to the ethics of messaging, he outlines how framing not only shapes perceptions but also drives actions. Get ready to reevaluate how you present ideas and influence choices!

46:00

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Episode guests

Mikael Klintman

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Quick takeaways

Framing significantly shapes perceptions and drives consumer behavior by altering emotional appeal through strategic presentation techniques like texturing and heating.

Ethical framing involves presenting messages authentically to maintain trust while influencing decisions, balancing transparency with the audience's values and motivations.

Deep dives

The Power of Framing

Framing plays a crucial role in shaping perceptions and influences behavior in various contexts. This concept emphasizes that the way information is presented can dramatically affect how it is received and interpreted by individuals. For instance, a potential scenario where healthy food choices are discussed can become more compelling when framed in terms of long-term health consequences rather than immediate benefits. This highlights the underlying idea that merely presenting facts is often less persuasive than how those facts are framed.

Intro

3min

Exploring the Intersection of Consumer Behavior and Sustainability

5min

Exploring Boycotts and Political Consumption

2min

The Power of Framing in Decision-Making

27min

Framing Dynamics in Social Interaction

5min

The Power of Framing in Marketing Strategy

4min

In this episode of The Brainy Business podcast, Melina Palmer welcomes Mikael Klintman, author of the insightful new book, Framing: The Social Art of Influence. Their conversation delves into the powerful concept of framing and how it shapes our perceptions and actions in everyday life.

Mikael, a professor of sociology at Lund University, shares his expertise on the four categories of framing: texture, temperature, position, and size. He explains how these elements can be strategically used to influence consumer behavior and decision-making. Through engaging examples, including the marketing strategies of luxury brands like Patek Philippe, Mikael illustrates the profound impact of thoughtful framing in both personal and professional contexts.

In this episode:

Discover the significance of framing in shaping perceptions and driving actions.
Learn about the four categories of framing and how they can be applied in marketing and communication.
Explore real-world examples of successful framing strategies from various industries.
Understand the ethical implications of framing and the importance of authenticity in messaging.
Gain insights into how to analyze and improve your own framing techniques for better outcomes.

Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/485.

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