Fungibility or Non-fungibility in Mental Accounting? The Proportional reference frame
碩士 === 國立中正大學 === 企業管理所 === 96 === Research extending over twenty years in behavioral decision theory has led to the development of an important research stream—mental accounting. Mental accounting principles generally prevailed in the absence of proportional bias. However, proportional reference fr...
| Main Authors: | , |
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| Format: | Others |
| Language: | en_US |
| Online Access: | http://ndltd.ncl.edu.tw/handle/96995745605545495083 |