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What is mental accounting and how does it impact consumer decision making?

How might a company take advantage of consumers? mental accounting? Give examples.
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 a 3?5-page paper in Word format. Apply APA standards to citation of sources.