心理会计
微观经济学
数据库事务
消费者行为
功能(生物学)
消费者选择
交易成本
编码(社会科学)
前景理论
经济
业务
营销
计算机科学
进化生物学
生物
统计
数学
程序设计语言
出处
期刊:Marketing Science
[Institute for Operations Research and the Management Sciences]
日期:1985-08-01
卷期号:4 (3): 199-214
被引量:3145
摘要
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.
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