Applying Neuro-Cognitive Framing to Personal Selling

In this thesis, I would like to connect Neuro-Cognitive Framing with established marketing frameworks to find out whether Framing may become an integral part of future promotion strategy.

Neuro-Cognitive Framing is a new communication concept developed by linguistic expert Elisabeth Wehling. It suggests that human thinking happens based on interpretative frameworks, called Frames, which are created through individual real-world experience. The concept is assessed and applied on a pre-established personal selling framework to evaluate if Framing is applicable to personal selling whilst improving personal selling efficacy. After comprehensive theoretical assessment, an implementation guide for Framing in personal selling is established and the concept is explored in a qualitative research experiment.