经济Mental Accounting and Consumer Choice

Mental Accounting and Consumer Choice

文献名称	Mental Accounting and Consumer Choice
文献作者	Richard Thaler
作者所在单位	Johnson Graduate School of Management, Cornell University
文献分类	已发表文献
学科一级分类	经济
学科二级分类	行为经济学
文献摘要	Anew model of consumer behavior is developed using a hybrid of cognitive psychology and microeconomics. The development of the model starts with the mental coding of combinations of gains and losses using the prospect theory value function. Then the evaluation of purchases is modeled using the new concept of “transaction utility.” The household budgeting process is also incorporated to complete the characterization of mental accounting. Several implications to marketing, particularly in the area of pricing, are developed.
参考文献
关键字	Mental Accounting，choice
发表所在刊物（或来源）	Marketing Science，Vol. 4, No. 3 (Summer, 1985), pp. 199-214
发表时间	1985-06-01
适用研究领域	消费者行为学，行为经济学
评论
上传时间	2011-1-19 14:13
下载文献	mental accounting and consumer choice.pdf[131.42 KB] 注：下载文献会消耗您一个“当日剩余下载次数”
会员评论
发表评论