摘要
"心理账户"是人们在心理上对结果(尤其是经济结果)的编码、分类和估价的过程,它揭示了人们在进行(资金)财富决策时的心理认知过程。心理账户的理论成果主要集中在"非替代性"的本质特征以及特殊的心理运算规则,心理账户在各个应用领域的研究成果主要包括:价格感知;行为资产组合理论;行为生命周期理论以及消费预算的研究。未来将在多元化研究方法的基础上,开展跨文化研究,对心理账户的内在心理机制和认知规律深入探讨。
Mental accounting is a psychological process for individuals, households or corporations to code, organize, evaluate, and keep track of economic activities. It revealed the internal cognitive coding process on people＇s economic decision-making. The theoretic production of mental accounting was non-fungibility and the especial mental arithmetic. The productions on application involved price consciousness, behavioral portfolio theory; behavior lifecycle hypothesis and mental budgeting. It would probe into the mental mechanism and cognitive rule of mental accounting based on more study methods in the future.
出处
《心理科学进展》
CSSCI
CSCD
北大核心
2007年第5期727-734,共8页
Advances in Psychological Science
基金
国家自然科学基金(70571029)
教育部博士点基金(20040559009)项目资助。
关键词
心理账户
非替代性
值函数
编码规则
mental accounting, non-fungibility, value function, editing rule.
