Mental Accounting and Changes in Price: The Frame Dependence of Reference Dependence

Timothy B. Heath 1 Subimal Chatterjee 2 Karen R. France 3
1 Graduate School of Business
2 School of Management
3 West Virginia University [Morgantown]
Abstract : Mental accounting principles for multiple events were replicated and then extended to pricing situations that were designed to moderate these principles if reference dependence is proportional (i e, if consumers evaluate events in terms of proportional deviations from reference states rather than raw deviations). Prices were stated with or without popular percentage-based pricing frames such as "33% off." Mental accounting principles generally prevailed in the absence of percentage-based frames However, percentage-based frames altered two principles and increased tendencies toward the others. The findings demonstrate that mental accounting principles, price perception, and reference dependence are sensitive to the ways in which deviations from reference states are framed.
keyword : mental accounting price frame dependence reference dependence
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Article dans une revue
Journal of Consumer Research, Oxford University Press (OUP), 1995, vol. 22, issue 1, pp. 90-97
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https://hal-hec.archives-ouvertes.fr/hal-00670476
Contributeur : Amaury Bouvet <>
Soumis le : mercredi 15 février 2012 - 14:52:00
Dernière modification le : mercredi 4 avril 2018 - 18:10:01

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Timothy B. Heath, Subimal Chatterjee, Karen R. France. Mental Accounting and Changes in Price: The Frame Dependence of Reference Dependence. Journal of Consumer Research, Oxford University Press (OUP), 1995, vol. 22, issue 1, pp. 90-97. 〈hal-00670476〉

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