摘要：
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.
