Title
The effect of bank marketing strategy on the students' saving decisions
Document Type
Conference Proceeding
Publication Date
2014
Abstract
Based on the mental accounting and the emotional accounting rules, this research investigated the effect of bank saving promotion on the college students’ saving decisions. A promise of this research is that when the marketing strategy is properly managed, the seemingly difficult switching from the college students’ desire of hedonic consumption (e.g., restaurant, travel and concerts) to savings can be possible.
Publication Title
2014 Annual Spring Conference Proceedings of the Marketing and Management Association
Recommended Citation
Min, J.,
Johnson, D.,
&
Segal, M. N.
(2014).
The effect of bank marketing strategy on the students' saving decisions.
2014 Annual Spring Conference Proceedings of the Marketing and Management Association, 122.
Retrieved from: https://digitalcommons.mtu.edu/business-fp/158