Do We Plan Spontaneous Purchases? Mental Accounting

Sebastian Oetzel () and Andreas Luppold ()
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Sebastian Oetzel: Hochschule Fulda – University of Applid Sciences

Chapter Chapter 18 in 33 Phenomena of Purchasing Decisions, 2024, pp 95-100 from Springer

Abstract: Abstract This chapter introduces the theory of Mental Accounting, demonstrates that people have different mental accounts and this does not always lead to rational decisions, that mental accounts also play an important role in shopping in relation to unplanned purchases, summarizes the influencing factors for unplanned purchases, and discusses implications for the design of marketing activities.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-44799-1_18

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DOI: 10.1007/978-3-658-44799-1_18

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