haku: @indexterm INTEGRATION / yhteensä: 210
viite: 78 / 210
| Tekijä: | Kim, H.M. |
| Otsikko: | The effect of salience on mental accounting: how integration versus segregation of payment influences purchase decisions |
| Lehti: | Journal of Behavioral Decision Making
2006 : VOL. 19:4, p. 381-391 |
| Asiasana: | integration prices purchasing |
| Vapaa asiasana: | segretation |
| Kieli: | eng |
| Tiivistelmä: | Although mental accounting principles are generally robust, the integration-of-losses principle often fails. This reseach argues that when information salience is high, people actively segregate. This paper uses purchase decision making to demonstrate that effect. Two studies demonstrate that integration increases purchase intentions when the salience of the smaller payment is higher. Specifically, integration leads to higher purchase intentions than does segretation when (1) the surcharge is visually more salient, (2) the surcharge is easy to process, and (3) price perceptions are stimulus instead of recall driven. |
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