基于“心理帐户”的农村居民非理性消费的行为经济学研究

Behavior Economics Research of Irrational Consumption of Chinese Farmers Based on "Mental Accounting"

基于"心理帐户"的典型案例,从行为经济学的角度分析了中国农户的收入、消费和储存的心理帐户特征,并给出了政策的针对性建议。

Based on the typical cases of ＂mental accounting＂,the paper analyzed Chinese farmers’ psychological account features of income,consumption and saving from the angle of economics,and the policies suggestions were put forward.