Detail Mental Accounting and Consumer Choice (in Marketing Science, Vol. 4, No. 3, (Summer, 1985), pp. 199-214) Bibliografi Author: Thaler, Richard H. Topik: Mental Accounting; Consumer Choice; Pricing Bahasa: (EN )     Penerbit: Institute for Operations Research and The Management Sciences (INFORMS)     Tempat Terbit: Hanover    Tahun Terbit: 1985     Jenis: Article - diterbitkan di jurnal ilmiah internasional Fulltext: 183904JSTOR.pdf (428.09KB; 1 download) [Informasi yang berkaitan dengan koleksi ini di internet] Abstract A new 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. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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