The effect of bank marketing strategy on the students' saving decisions

Document Type

Conference Proceeding

Publication Date



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