TITLE

Mental Accounting and Consumer Choice: Anatomy of a Failure

AUTHOR(S)
Thaler, Richard H.
PUB. DATE
January 2008
SOURCE
Marketing Science;Jan/Feb2008, Vol. 27 Issue 1, p12
SOURCE TYPE
Academic Journal
DOC. TYPE
Editorial
ABSTRACT
The author offers his views on mental accounting, the process by which individuals and households keep track of and evaluate their transactions. He expresses disappointment that although there are many psychologists in marketing interested in judgment and decision making, and few interested in mental accounting, the number of economists taking a behavioral approach to marketing research little. He believes that one reason why behavioral economics has not taken off in marketing is that there are already lots of psychologists in the field.
ACCESSION #
31447082

 

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