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消费者心理帐户中的心理效应研究 被引量:15

A Study of Psychological Effects in Consumers' Psychological Accounts
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摘要 心理帐户是行为经济学中的一个重要概念。由于消费者心理帐户的存在,个体在做决策时往往会违背一些简单的经济运算法则,从而做出许多非理性的消费行为。这些行为集中表现为以下几个心理效应:非替代性效应、沉没成本效应、交易效用效应。这些效应在一定程度上揭示了心理帐户对个体决策行为的影响机制。
出处 《消费经济》 CSSCI 北大核心 2005年第4期70-72,共3页 Consumer Economics
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参考文献10

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