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Relative Thinking Theory

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References

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1981The Framing of Decisions and the Psychology of Choice17,834 cited
1991Loss Aversion in Riskless Choice: A Reference-Dependent Model6,428 cited
1980Toward a positive theory of consumer choice5,574 cited
1985Mental Accounting and Consumer Choice4,875 cited
2008Mental Accounting and Consumer Choice3,415 cited
2000Prospect Theory: An Analysis of Decision under Risk922 cited
2000Equilibrium Price Dispersion in Retail Markets for Prescription Drugs521 cited
1993Reasons for Framing Effects400 cited
1979Price Differences in Almost Competitive Markets351 cited
2002Why Aren't the Prices of the Same Item the Same at Me.Com and You.Com?: Drivers of Price Dispersion Among E-Tailers81 cited
1986AN EMPIRICAL EXAMINATION OF THE BIASING EFFECTS OF FRAMING ON BUSINESS DECISIONS*79 cited
1993Deciding whether to seek a bargain: Effects of both amount and percentage off.77 cited
1993Mental accounting and the process of multiattribute choice38 cited
1999Mental accounting and decision making:37 cited

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2003

The Psychology of Irrationality: Why People Make Foolish, Self-Defeating Choices

32 cited

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2009Do Consumers Make Too Much Effort to Save on Cheap Items and Too Little to Save on Expensive Items? Experimental Results and Implications for Business Strategy3 cited