University of National and World Economy
Abstract: The framing effect is a psychological instrument which has a serious impact in the modern economic world. The concept finds its place in studies by world scientists in the field of Economic Psychology. The main application of the framing effect is related with the idea of choice manipulation. The article is focused on the practical aspects of international business communication at the level of international trade deals. Stages of communication that have a psychological perspective are presented. Attention is paid to associative thinking which is considered a fundamental psychological element of human choice.
Keywords: framing effect, psychological instrument, business communication, choice manipulation, international trade deals.