What mental accounts do you have in your mind about purchasing products or services? Do you have

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What mental accounts do you have in your mind about purchasing products or services? Do you have any rules you employ in spending money? Are they different from what other people do? Do you follow Thaler’s four principles in reacting to gains and losses?

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Marketing management

ISBN: 978-0132102926

14th Edition

Authors: Philip Kotler, Kevin Lane Keller

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