That’s right. The recreational travel trailer company separated gains for Selena by making her feel that she was getting a great deal by sharing reference points and by offering a rebate that she would receive later and view as a bonus.
Selena and her family decided to purchase a recreational travel trailer that was priced higher than its competitors, but the company offered a rebate and had a chart that showed how the features and price of their trailer compared favorably to their competitors. How might mental accounting have played a role in Selena’s decision?
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