haku: @freeterm PRODUCT REPLACEMENT / yhteensä: 1
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| Tekijä: | Okada, E.M. |
| Otsikko: | Trade-ins, mental accounting, and product replacement decisions |
| Lehti: | Journal of Consumer Research
2001 : MAR, VOL. 27:4, p. 433-446 |
| Asiasana: | DECISION MAKING PURCHASING |
| Vapaa asiasana: | MENTAL ACCOUNTING PRODUCT REPLACEMENT |
| Kieli: | eng |
| Tiivistelmä: | During ownership of a product, a consumer mentally depreciates the initial purchase price, thus creating a "mental book of value" for the product. The write-off of this mental book value is felt as the mental cost of a replacement purchase. Based on the principles of mental accounting and mental deprecitation, the author provides a theoretical explanation for this mental cost and why an individual's replacement purchase decision may be more sensitive to the mental cost than the marginal cost. |
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