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Dipole of pain and pleasure and use of mental accounting to hedonic equilibrium
The current paper hypothesizes that humans try to reduce not only the pain but also pleasure (psychological, not physical) resulting due to economic losses, thereby trying to maintain a hedonic equilbrium. The researchers use an analogy of dipole in physics to express the hypothesis. While mitigatio...
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| Format: | Article |
| Language: | English |
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2014
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