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Darden University of Virginia (USA)
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Consumers' Mental Accounting
BaucellsM@darden.virginia.eduTechnical Note DARDEN-QA-0908-EDecision AnalysisWhen a consumer purchases an item, the presumption is that the benefit obtained from it exceeds the price paid—we can think of this difference as the consumer profit. How do consumers calculate this profit, especially when they do not immediately consume the purchased item? This technical note presents a model of mental accounting that gives insights into the process that consumers follow to calculate value. It compares rational logic, accounting...Starting at €8.20