Open AccessA New Perspective on Consumer Decision: Double-entry Mental Accounting Theory
Author(s) -
Aimei Li,
Mei Hao,
Li Li,
Ling Wenquan
Publication year - 2013
Publication title -
xinli kexue jinzhan
Language(s) - English
Resource type - Journals
ISSN - 1671-3710
DOI - 10.3724/sp.j.1042.2012.01709
Subject(s) - mental accounting , perspective (graphical) , accounting , business , psychology , actuarial science , computer science , artificial intelligence