13) Consumer Marketing just conducted a two-phase survey. In the first phase, the survey
questions were worded such that the answers tended to sound positive. In the second phase, the
survey questions were reworded so the answers tended to convey a negative feeling. Both sets of
survey questions should have resulted in similar results as the information solicited was
essentially identical. However, the survey results varied significantly. This survey best illustrates
which one of the following?
A) Mental accounting
B) Overconfidence
C) Self-attribution bias
D) Confirmation bias
E) Frame dependence
14) Recently, a neighbor you have known for years won a lottery and received a $250,000 prize.
This neighbor decided to invest all of his winnings in a new business venture that he knew only
had a 5 percent chance of success. Previous to this, the neighbor had always been ultra
conservative with his money and had refused to invest in this business venture as recently as last
week. Which one of the following behaviors most applies to your neighbor’s decision to invest in
this business venture now?
A) Disposition effect
B) Affect heuristic
C) Gambler’s fallacy
D) House money
E) Get-evenitis