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Consumers choices are prey to subtle discrepancies that arise in cognitive accounting. Learning how and when you are prey to these discrepancies is an important step in improving your decision making.
As the readings for this module demonstrate people value gains and losses differently under different scenarios. For example contestants in a game show might choose a guaranteed $10 prize over a 50 percent chance of winning $20 despite the fact that the expected values are the same.
Using the readings for this module the Argosy University online library resources and the Internet address the following:
Write a 35-page paper in Word format. Apply APA standards to citation of sources. Use the following file naming convention

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