THE WAY IN WHICH ISSUES AND DATA ARE STATED CAN ALTER OUR JUDGMENT AND AFFECT DECISIONS.

How might this apply to your business?

How are you presenting choices in your system? What are the available options? An implied story makes the most desirable choice more obvious, especially for new or difficult concepts. For example, framing donations as costing “less than a cup of coffee a day” encourages people to rationalize a monthly pledge.

See also: Conceptual Metaphor, Story, Loss Aversion