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QUESTION

Consumers evaluate things differently depending on whether they feel they may be losing something or gaining something.

Consumers evaluate things differently depending on whether they feel they may be losing something or gaining something. Keeping this idea of framing in mind, a manager of a company is trying to decide if they should use the term, "100 percent fat free!" or "0 percent fat!" on their product label of packaged cookies. What concept is illustrated by this choice?

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