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“When You Put It That Way…”: How Message Framing Impacts Acceptance of a Difficult Message
A price increase is bad news. No one wants to be told their costs are going up—especially for an essential commodity. But how you deliver that news can make all the difference.
To demonstrate how message framing impacts acceptance, we investigated alternative ways of delivering news that a utility was adding a 3% surcharge to people’s bills.
Shortly after Puerto Rico was flattened by Hurricane Maria in September 2017, we tested three ways of introducing a new infrastructure fee:
Utilities and Their Customers: A Guide For Moving From Transaction to Relationship
“The utilities industry is waking up to the realization that they have to evolve their customer experience, and find new ways to engage with customers and meet their changing requirements. This involves bringing the utilities customer service in line with the experiences delivered by retail, finance and telco service providers,” according to Martin Dunlea.
High Cost of Cheap Sample
“At least it will give us directional information. I mean, how wrong can it be?” I’ve heard those remarks and many like them bantered about when people rationalize using cheap sample sources.
The fact is, bad or “cheap” sample can give you information that is dead wrong. So wrong that the information it provides is directional—it’s just pointing in the wrong direction.