Mental accounting : the psychology of South African consumer behaviour
When standard economic theories failed to be consistent predictors of consumer behaviour, Thaler (1980, 1985) developed the theory of mental accounting, which takes behavioural factors into consideration. Prelec&Loewenstein (1998), Heath&Soll (1996) and Gourville&Soman (1998) extended Th...
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University of Pretoria
2013
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Online Access: | http://hdl.handle.net/2263/23665 Ramphal, S 2006, Mental accounting : the psychology of South African consumer behaviour, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/23665 > http://upetd.up.ac.za/thesis/available/etd-03312010-150555/ |