Product recommendations influence consumers' purchasing decisions, but not all advice is equally persuasive. This research examines how the framing of recommendations impacts advice-taking and buying behavior. Integrating prototypicality and framing theories, we propose the concept of a prototypical framing effect whereby advice framed with prototypical cues is more influential than advice framed peripherally. A pilot study conceptualizes this effect and develops experimental materials. Study one tests hypotheses that prototypically-framed advice increases advice-taking (H1) and buying behavior (H2) compared to peripherally-framed advice. Study two also examines identity salience as a moderator, hypothesizing stronger prototypical framing effects when identity salience is high (H3 & H4). Results will demonstrate the persuasive impact of prototypical recommendation frames, offering theoretical and practical insight into effective advice-giving. This research elucidates how subtle framing techniques can shape consumers’ receptiveness to recommendations and willingness to purchase recommended products.