Browsing Gordon Institute of Business Science (GIBS) by Postgraduate "Ramphal, Suchita"

Browsing Gordon Institute of Business Science (GIBS) by Postgraduate "Ramphal, Suchita"

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  • Mental accounting : the psychology of South African consumer behaviour 
    Ramphal, Suchita (University of Pretoria, 2006)
    When standard economic theories failed to be consistent predictors of consumer behaviour, Thaler (1980, 1985) developed the theory of mental accounting, which takes behavioural factors into consideration. Prelec&Loewenstein ...