references/theories/behavioral-framing.md

# Behavioral Framing

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Functional value is stable but perception or context changes response.

## Mechanism

Frame value, reference points, and context to alter perceived meaning.

## Applied marketing use

Test presentation and context before expensive product changes.

## Failure modes

- Using framing to conceal weak value.

## Counterweights

- `proof-led-advertising`

## Sources

- `source:sutherland-alchemy`