If you brought a concert ticket for $200 and on your way to the concert theater you lost your ticket, would you buy another one to watch it?
And if you have, instead, booked the tickets for the same amount but this time round brought $200 cash and lost it on your way there, would you use another $200 to purchase your booked ticket?
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Most people will say no and yes respectively.
But a rational decision would be a consistent answer depending on the highest amount you are willing to pay for it; because in both cases the net value lost is constant.
Where the answer is often inconsistent and irrational decisions are made, this marketing strategy is termed "Framing".
