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We often develop a rationale why we should or shouldn't do something. Skillful framing may lead the person to justify this sort of purchase. (Kelton Rhoads, Ph.D, Working Psychology)
Had the salesman utilized a negative frame, perhaps by not mentioning the extended payment plan that would bring the daily amount so low and presenting a bottom line cost, Milhouse may have reconsidered the importance of the additional part. This alternative would enable Milhouse to see a larger picture rather than the smaller picture painted for him by the salesman. In the human mind, losses appear much larger than gains...
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