"Karen, we must jump into this new business area now, or we will fall behind," argued Steven. "Let's price our product well below our competitors' prices, even if we don't make money at first. We will figure out how to make money later." Steven is displaying
A) illusion of control.
B) framing effects.
C) discounting the future.
D) bargaining.
E) benchmarking.

Question

Quizplus · Accepted Answer

Steven is displaying discounting the future by prioritizing the short-term goal of gaining market share over the long-term goal of profitability. He is willing to take a loss initially with the hope of eventually making a profit.

"Karen, We Must Jump into This New Business Area Now