Marketing Science
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MARKETING SCIENCE
Vol. 27, No. 1, January-February 2008, pp. 12-14
DOI: 10.1287/mksc.1070.0348
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Commentary—Mental Accounting and Consumer Choice: Anatomy of a Failure

Richard H. Thaler

Graduate School of Business, University of Chicago, Chicago, Illinois 60637
thaler{at}chicagogsb.edu

No abstract available.






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