M4A2: Expected Value and Consumer Choices [Pin It] (All Articles are attached. They must be used and TurnItIn is used to check all papers.) Consumers’ choices are prey to subtle discrepancies that arise in cognitive accounting. Learning how and
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m4a1_mental_accounting_and_consumer_choice_1_2.pdf
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Mental Accounting and Consumer Choice Thaler, Richard H Marketing Science; Jan/Feb 2008; 27, 1; ProQuest Central pg. 15
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