Cognitive Framing Illusions and Consumer Rationality

Abstract

This paper attempts to determine if consumers realistically behave rationally when making choices under cognitive framing illusions. In addition, we demonstrate how cognitive framing illusions can be utilized by firms to earn profit. The paper furthermore details why the framing 7illusion variable cannot be displayed by itself - to work, it must be shown with the rest of the bargain. The double discount effect investigated in this paper is simply one of the myriads of cognitive framing illusions firms can utilize to pave their path to effective marketing management. The results from the field research can be useful or practical for future research regarding this topic. Cognitive framing could be expanded past illusions, to include an array of perceptive and psychological aspects of human behavior - how the consumer views not only economic choices, but also how he or she views the world.