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A $100 coat marked down from $150 can seem like a better deal than the same coat priced regularly at $100. this best illustrates the importance of

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Kalahira
This is the concept of framing. When a person looks at a similar concept in two different ways, there can be one way in which the concept looks preferable and another in which the person will not have a favorable response. The background of the reference can make all the difference.

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