Framing Dictates Perception, Perception Dictates Behavior

The Framing Effect is the core principle of deposit design:

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

* **The "NT$300 Deposit" frame:** This is money that might be lost (Risk Frame) $\rightarrow$ Triggers loss aversion $\rightarrow$ Hesitation.
* **The "Pay NT$300 now, deduct on-site" frame:** This is the first installment of payment (Transaction Frame) $\rightarrow$ Perceived as a normal process $\rightarrow$ Action.

The key operational tactic is **sequence**: Let the client see the full price first (establishing the anchor), and only then does the deposit feel like a "part" of something. If you mention the deposit before the price, the anchor is empty, and the NT$300 hangs in mid-air.

These three principles work together in deposit design:

| Principle | Function | Design Tactic |
|---|---|---|
| Anchoring Effect | Establishes a reference point | Show full price before mentioning the deposit |
| Framing Effect | Defines the category of the deposit | Use "Prepayment + Redeemable" instead of "Deposit" |
| Loss Aversion | Increases fulfillment / Reduces friction | Non-refundable (Protection) + Transferable (Experience) |