Consumers’ choices are prey to subtle discrepancies that arise in cognitive accounting. Learning how and when you are prey to these discrepancies is an important step in improving your decision-making. People value gains and losses differently under different scenarios. For example, contestants in a game show might choose a guaranteed $10 prize over a 50 percent chance of winning $20 despite the fact that the expected values are the same. Respond to the following: • As a marketer, how might you frame certain decisions to benefit from the disparities that arise in one’s cognitive accounting? • As a consumer, how would you avoid the pitfalls posed by the inequalities of one’s cognitive accounting? Write your initial response in 300–500 words. Apply APA standards to citations of 2 different sources.

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