Title page for ETD etd-03312010-150555


Document Type Master's Dissertation
Author Ramphal, Suchita
URN etd-03312010-150555
Document Title Mental accounting : the psychology of South African consumer behaviour
Degree MBA
Department Gordon Institute of Business Science
Supervisor
Advisor Name Title
Prof D Beaty Supervisor
Keywords
  • consumer behaviour
Date 2007-04-08
Availability unrestricted
Abstract

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 Thalerís (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.

© 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

Please cite as follows:

Ramphal, S 2006, Mental accounting : the psychology of South African consumer behaviour, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-03312010-150555/ >

G10/257/ag

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