CALL FOR PAPERS

Author Information

CERTIFICATE

IMPACT FACTOR 2021

Subject Area

Life Sciences / Biology
Architecture / Building Management
Asian Studies
Business & Management
Chemistry
Computer Science
Economics & Finance
Engineering / Acoustics
Environmental Science
Agricultural Sciences
Pharmaceutical Sciences
General Sciences
Materials Science
Mathematics
Medicine
Nanotechnology & Nanoscience
Nonlinear Science
Chaos & Dynamical Systems
Physics
Social Sciences & Humanities

Why Us? >>

Open Access
Peer Reviewed
Rapid Publication
Life time hosting
Free promotion service
Free indexing service
More citations
Search engine friendly

Plagiarism Detection

IJCR is following an instant policy on rejection those received papers with plagiarism rate of more than 20%. So, All of authors and contributors must check their papers before submission to making assurance of following our anti-plagiarism policies.

A study of consumer behavior and consumer surplus: from the mental accounting perspective

Author:

Fujimori Hiromi

Subject Area:

Social Sciences and Humanities

Abstract:

Consumer behavior studies that solve consumer problems are sophisticated and complex and require a thorough understanding of the market. In this study, we aim to explore new possibilities in consumer behavior based on the findings of behavioral economics. First, we recruited subjects and used the technique of experimental economics to confirm the consumer surplus mechanism based on the conventional theory of economics. Then, we introduced Thaler’s (1999) concept of mental accounting, to observe changes in consumer behavior and consumer surplus. Finally, from the experimental results, we suggest new possibilities from a behavioral economics perspective. We hope that this study will contribute to future consumer behavior research.

PDF file: