Mental Accounting II created 2012.02.09

Mental Accounting II created 2012.02.09 - Mental Accounting...

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Mental Accounting II Thaler 1999
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Thaler 1999 Three important components of MA How the outcomes are perceived and experienced, and how decisions are made and subsequently evaluated? The frequency with which the accounts are evaluated Assignment of activities to specific accounts
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How the outcomes are perceived and experienced, and how decisions are made and subsequently evaluated? Are the outcomes perceived as gains or losses? What if there are multiple outcomes? Depending on framing, the outcome will be perceived either as loss or gain Do people integrate or segregate when evaluating? Principles of Hedonic framing » Segregate multiple gains » Integrate multiple losses » Integrate smaller losses with larger gains (cancellation) » Segregate small gains from larger losses (silver lining) Marketing implications of hedonic framing? How the decisions are made? Acquisition utility + transaction utility
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Mental Accounting II created 2012.02.09 - Mental Accounting...

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