haku: @freeterm MENTAL ACCOUNTING / yhteensä: 7
viite: 6 / 7
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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