On the Mental Accounting of Restricted-Use Funds: How Gift Cards Change What People Purchase
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Material Type |
Article
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Author(s) |
Reinholtz, Nicholas (Author)
Bartels, Daniel M. (Author)
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Source Journal Info. |
Title:
Journal of Consumer Research
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Volume/ Issue No.: 2015/DEC V.42 N.4
Call No.:658.8005 JCR Location: Periodicals & References Hall - 2nd floor
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Physical Description |
p 596-614
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Subject Area/ Descriptors |
Marketing
(2255)
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Abstract |
This article emphasizes the role of categorization in mental accounting and proposes that once a mental account is established, purchases that are highly congruent with the purpose of the mental account (i.e., typical category members) will be more preferred in selection decisions compared to purchases that are less congruent...
Full Abstract
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Journal:
Journal of Consumer Research
(526)
Issu: 2015/DEC V.42 N.4
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