Feature-positive effect scenario.

Feature-positive effect scenario.


This particular effect is well utilized by the prevention campaign.


In a campaign against smoking – “smoking can cause cancer” is having more impact and a powerful effect than “No smoking can save you from cancer”.


Take yet another example. Suppose a company manufacture salad dressing cream, having a fairly high level of cholesterol content. What they will do? They will put a label on the container packing listing twenty-odd vitamins and other mineral contents by conveniently omitting cholesterol.


It’s natural, the consumer will not notice the absence of cholesterol easily. On the other hand, reading twenty-odd vitamins and other mineral contents they will feel more safe and well informed.

Maybe they will consume the dressing without any hesitation.


This is known as a feature-positive effect scenario.


In short, we have problems with perceiving non-events. We are blind to what does not exist.

We do not appreciate peacetime until there are a wartime and emergency situation.

If we are healthy, we hardly think thank god we are not sick.

When we get off the plane, we hardly think, thankfully it did not crash.


In other words, we place greater emphasis on what is present than what is absent.