Mental Accounting and Changes in Price: The Frame Dependence of Reference Dependence
- 1 June 1995
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 22 (1) , 90-97
- https://doi.org/10.1086/209437
Abstract
Mental accounting principles for multiple events were replicated and then extended to pricing situations that were designed to moderate these principKeywords
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