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Mental accounting : the psychology of South African consumer behaviour
Dissertation (MBA)--University of Pretoria, 2006.
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University of Pretoria
2013
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| _version_ | 1867613464053153792 |
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| access_status_str | Open Access |
| author2 | Beaty, David |
| author_browse | Beaty, David |
| author_facet | Beaty, David |
| collection | Thesis |
| dc_rights_str_mv | © 2006 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria |
| description | Dissertation (MBA)--University of Pretoria, 2006. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/23665 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:36:33.567Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/23665 Mental accounting : the psychology of South African consumer behaviour Beaty, David upetd@up.ac.za Ramphal, Suchita UCTD Consumer behaviour Dissertation (MBA)--University of Pretoria, 2006. When standard economic theories failed to be consistent predictors of consumer behaviour, Thaler (1980, 1985) developed the theory of mental accounting, which takes behavioural factors into consideration. Prelec&Loewenstein (1998), Heath&Soll (1996) and Gourville&Soman (1998) extended Thaler’s (1980,1985) work to develop the theories of prospective accounting, mental budgeting, and payment depreciation of the sunk cost effect. The purpose of this research is to use the methodologies of Prelec& Loewenstein (1998), Heath&Soll (1996), and Gourville&Soman (1998) to determine whether their theories of mental accounting exist amongst South African consumers. If this is found to be the case, the findings can be used by marketers towards the creation of a strategy that could exploit these effects. This research shows that there is insufficient evidence for the existence of mental budgeting amongst South African consumers. However, there is significant evidence for the existence of prospective accounting and the sunk cost effect. In addition, a variation of payment depreciation was found to exist. Thus, mental accounting has been shown to exist amongst South African consumers. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T15:43:31Z 2010-06-29 2013-09-06T15:43:31Z 2007-04-08 2006 2010-06-29 Dissertation Ramphal, S 2006, Mental accounting : the psychology of South African consumer behaviour, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/23665 > G10/257/ag http://hdl.handle.net/2263/23665 http://upetd.up.ac.za/thesis/available/etd-03312010-150555/ © 2006 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria application/pdf University of Pretoria |
| spellingShingle | UCTD Consumer behaviour Mental accounting : the psychology of South African consumer behaviour |
| title | Mental accounting : the psychology of South African consumer behaviour |
| title_full | Mental accounting : the psychology of South African consumer behaviour |
| title_fullStr | Mental accounting : the psychology of South African consumer behaviour |
| title_full_unstemmed | Mental accounting : the psychology of South African consumer behaviour |
| title_short | Mental accounting : the psychology of South African consumer behaviour |
| title_sort | mental accounting the psychology of south african consumer behaviour |
| topic | UCTD Consumer behaviour |
| url | http://hdl.handle.net/2263/23665 http://upetd.up.ac.za/thesis/available/etd-03312010-150555/ |