This study explored the consumer cognitive difference in absolute savings and relative savings from the mentalaccount perspective.
本论文从心理账户的角度入手,通过两项研究分析消费者对相对优惠与绝对优惠的感知差异。
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As behavior finance relaxes the assumption that investors, administrators are rational, it can make better explanation to the problem from self-control, regret aversion, mentalaccount theory.
Because in your mind you're putting tickets and cash in different mental accounts, the mentalaccount "tickets" generates an emotional feeling and it changes my action — that I lost in that account.