Frames Shape Perception, Perception Shapes Behavior

The behavioral-economics **framing effect** is the engine behind deposit design:

**The same fact, presented in different frames, leads to different decisions.**

- “Deposit of $300” frame → perceived as a potential loss (risk frame) → triggers loss aversion → hesitation
- “Prepay $300, credited on-site” frame → perceived as the first installment of payment (transaction frame) → feels like normal procedure → action

The key lever is **sequence**: show the full price first (anchor), then introduce the deposit so it feels like “a slice” of the total. Lead with the deposit and the anchor is missing; $300 floats in midair.

Three principles, each doing a job in deposit design:

| Principle | Direction of Impact | Design Action |
|---|---|---|
| Anchoring effect | Establish reference point | Show full price first, then mention deposit |
| Framing effect | Reclassify the deposit | Use “prepay + credited,” not “deposit” |
| Loss aversion | Raise fulfillment / lower friction | Non-refundable (shield) + transferable (experience) |