Mental accounting and consumer choice
Mental accounting and consumer choice
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DOI：
10.1287/mksc.1070.0330
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发表时间：
2008-01-01
影响因子：
5
通讯作者：
Thaler, Richard H.
中科院分区：
文献类型：
--
作者：
Thaler, Richard H.
使用认知心理学和微观经济学的杂种开发了一种新的消费者行为模型。该模型的发展始于使用前景理论价值函数的收益和损失组合的心理编码。然后，使用新的“交易实用程序”概念对购买的评估进行建模。还纳入了家庭预算过程，以完成心理会计的表征。开发了对营销的几种影响，特别是在定价领域。
A new model of consumer behavior is developed using a hybrid of cognitive psychology and microeconomics. The development of the model starts with the mental coding of combinations of gains and losses using the prospect theory value function. Then the evaluation of purchases is modeled using the new concept of "transaction utility." The household budgeting process is also incorporated to complete the characterization of mental accounting. Several implications to marketing, particularly in the area of pricing, are developed.