The differential processing of price in
โ
Subimal Chatterjee; Timothy B. Heath; Sandra J. Milberg; Karen R. France
๐
Article
๐
2000
๐
John Wiley and Sons
๐
English
โ 156 KB
๐ 2 views
Perhaps the most fundamental principle of decision theory is that more money is preferred to less: the principle of desired wealth. Based on this and other principles such as reference dependence and loss aversion, researchers have derived and demonstrated mental accounting (MA) rules for multiple o