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370 Decision framing and cognitive inertia
leasing. Further, the decision maker’s major emphasis (i.e. frame) might
be on getting the cheapest car that will satisfy the need to carry a
family of five at the lowest total operating costs per mile. Additionally,
the decision maker might respond that other people emphasize (i.e.
frame) the decision in terms of lifestyle image (e.g. rugged 4 × 4s)
or performance and handling (e.g. sports car similarities). Figure 14.4
details possible responses by the owner of the fast print and photocopy
business, which we discussed in Chapter 3, to Russo and Schoemaker’s
frame analysis questions.
Notice that the reference point of the owner is ‘The good profitability of
my business in its current location’. Psychologically, the owner will tend
FRAME ANALYSIS WORKSHEET
The issue or issues the frame addresses (in a few words):
• where to relocate a fast print and photocopying business
What boundaries do I (we) (they) put on the question? In other words, what
aspects of the situation do I (we) (they) leave out of consideration?
• the relocation is to be within 8 miles of the town center
• buying not considered
• won’t consider another town/country
What yardsticks do I (we) (they) use to measure success?
• profitability and good working conditions
What reference points do I (we) (they) use to measure success?
• the profitability of my business in its current location
What metaphors – if any – do I (we) (they) use in thinking about this issue?
• You’ve got to be where the customers are
What does the frame emphasize?
• attracting new small customers
• continuing as before
• keeping costs low
What does it minimize?
• change of business/market segment
Do other people in the fast print and photocopy industry (fill in your own
field) think about this question differently from the way I (we) (they) do?
• some would try and get a space in a big department store
• some would focus on building relationships with largish organizations such
that the exact location of the business itself was immaterial to high turnover
Can I (we) (they) summarize my (our) (their) frame in a slogan?
• I am being forced to relocate and want to carry on my business in the same
town
Figure 14.4 – An example of a response to Russo and Schoemaker’s frame analysis
questions