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Regional variation and urban-rural differences in partner similarity: a nationwide cohort study
Soini E +6 more
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Mental Accounting and Consumer Choice
Marketing Science, 1985Anew model of consumer behavior is developed using a hybrid of cognitive psychology and microeconomics. The development of the model starts with the mental coding of combinations of gains and losses using the prospect theory value function. Then the evaluation of purchases is modeled using the new concept of “transaction utility.” The household ...
Richard Thaler
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