Mental Accounting and Changes in Price: The Frame Dependence of Reference Dependence

Mental accounting principles for multiple events were replicated and then extended to pricing situations that were designed to moderate these principles if reference dependence is proportional (i e, if consumers evaluate events in terms of proportional deviations from reference states rather than ra...

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Veröffentlicht in:	The Journal of consumer research 1995-06, Vol.22 (1), p.90-97
Hauptverfasser:	Heath, Timothy B., Chatterjee, Subimal, France, Karen Russo
Format:	Artikel
Sprache:	eng
Schlagworte:	Business administration Consumer prices Consumer research Couches Discounts domain_shs.gestion.mark Figure ground Humanities and Social Sciences Market prices Marketing Mental accounting Price changes Price increases
Online-Zugang:	Volltext
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