haku: @author Prelec, D. / yhteensä: 5
viite: 2 / 5
| Tekijä: | Prelec, D. Loewenstein, G. |
| Otsikko: | The red and the black: Mental accounting of savings and debt |
| Lehti: | Marketing Science
1998 : VOL. 17:1, p. 4-28 |
| Asiasana: | CONSUMER BEHAVIOUR CONSUMPTION |
| Kieli: | eng |
| Tiivistelmä: | In the standard economic account of consumer behavior, the cost of a purchase takes the form of a reduction in future utility when expenditures that otherwise could have been made are forgone. The reality of consumer hedonics is different. When people purchase, they often experience immediate pain of paying. That can undermine the pleasure derived from consumption. The paper proposes a "double-entry" mental accounting theory that describes the nature of these reciprocal interactions btw. the pleasure of consumption and the pain of paying and draws out their implications for consumer behavior and hedonics. |
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