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| Author: | Moon, P. |
| Title: | Mental accounting and decision making: the relationship between relative and absolute savings |
| Journal: | Journal of Economic Behavior and Organization
1999 : FEB, VOL. 38:2, p. 145-154 |
| Index terms: | ECONOMIC BEHAVIOUR ORGANIZATION DECISION MAKING |
| Language: | eng |
| Abstract: | The formation of "mental accounts" by individuals has been hypothesized to explain an apparent departure from rationality in certain decision-making scenarios. In particular, the potential monetary saving on an item is viewed, topically, relative to the original expected cost of that item, rather than relative to the original, expected cost of all items purchased on the same shopping trip. This paper extends previous experimental work by describing a new experiment that seeks to discover whether this "mental accounting" characteristic applies more widely. |
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