Framing Effect | Neuromarketing in Dealerships, Episode 1

In our series “Neuromarketing in Dealerships”, we take a look at some of the biggest marketing tricks in sales psychology and apply them directly to car sales.

In episode 1, we look at the framing effect and address the question:

Why are customers more likely to buy a “certified model” than a “used car” - even though they are the same vehicle? 

The answer lies not in the vehicle, but in the language.

WHAT IS THE FRAMING EFFECT - AND WHAT HAPPENS IN ONE'S HEAD?

The framing effect originates from behavioral economics and was made famous by psychologists Daniel Kahneman and Amos Tversky, among others. It describes how the type of presentation (i.e. framing) influences our decisions. It is not the content that is decisive, but how it is packaged.

A simple example: for a person on a diet, a steak with the label “90% fat-free” is more attractive than one with “10% fat” - even though the information is exactly the same. 

Why is this the case?

Neuroscientific studies show that as soon as our brain takes in information, it does not evaluate it neutrally, but emotionally and contextually. The limbic system plays a central role here. It reacts sensitively to words, images and associations. Positive frames activate areas associated with reward and trust - negative frames, on the other hand, tend to trigger skepticism or risk aversion.

In the sales environment, this means that even a single word can completely change the perception of an offer - and therefore also the decision whether to buy or not.

5 EXAMPLES OF THE FRAMING EFFECT IN THE DEALERSHIPS

1. “USED CAR” VS. “CERTIFIED MODEL”

“Used car” sounds like wear and tear, risk, loss of value - even if the phrase is extremely common, it is not ideal. A “certified model”, on the other hand, emphasizes that the vehicle has been inspected, serviced and is trustworthy - and focuses on quality rather than previous use.

2. “REDUCED” VS. “NOW € 2,000 GIVEN AS A GIFT”

“Reduced” is factual, but emotionless. The expression “€2,000 as a gift”, on the other hand, creates a positive feeling of reward - even if it amounts to the same thing in economic terms. The reason? The wording gives us the feeling that we are getting something; this has a stronger effect than the information that we have to give away less.

3. “DEMONSTRATION CAR” VS. “ALMOST NEW / LOW MILEAGE”

“Demonstration car” can sound like it has been used frequently. It is better to emphasize the condition: “model year 2025”, “less than 5,000 km”, “almost new” - this creates trust and emphasizes the residual value without deviating from the truth.

4. “SPECIAL PRICE” VS. “REWARD FOR QUICK DECISION MAKERS”

A “special price” often seems standard - but when customers feel part of an exclusive offer, as with “Reward for quick decision-makers”, the price becomes an emotional incentive. The feeling of having earned a better price through our own actions makes us more willing to act.

5. “STANDARD EQUIPMENT” VS. “ STANDARD INCLUSIVE OF EVERYTHING IMPORTANT”

“Standard” sounds like sacrifice. If the equipment is set in relation to the premium equipment, it appears less attractive. The alternative: get out of the comparison by focusing on the contents of the standard equipment. “Everything included that counts” or ‘Standard with comfort package’ convey value and avoid the feeling of having to pay extra for everything.

HOW D.A.D SYSTEMATICALLY HARNESSES THE FRAMING EFFECT

Language sells - but it must also be visible where the purchase decision is made: directly on the vehicle. This is precisely where our Digital Auto Display comes into its own. Car dealerships can use D.A.D:

1. flexibly adapt the choice of words and sales arguments - depending on the target group, model or campaign.

2. control promotions and messages in real time - whether “Reward for quick decision-makers” or “Only until Saturday”.

3. use consistent formulations across all locations - controlled from the head office.

4. use vehicle-specific arguments - for example, for certified used cars, hybrid models or e-vehicles.


This makes framing not just a psychological effect, but a strategic sales tool - digital, scalable, measurable.

Nächster Artikel der Reihe: Die Affordability Illusion.