The mind of money: Mental accounting theory checks out
When it comes to money, humans are not always rational. First introduced decades ago, the influential concept of mental accounting posits that consumers make decisions based on subjective accounts that diverge from objective financial values. For example, consumers perceive a $10
When it comes to money, humans are not always rational. First introduced decades ago, the influential concept of mental accounting posits that consumers make decisions based on subjective accounts that diverge from objective financial values. For example, consumers perceive a $10 This story matters for Science & Discovery readers tracking science. Reported by phys.org. Read the full original at the source link below.
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