The effect of bank marketing strategy on students\u27 saving decisions


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

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Michigan Technological University

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oaioai:digitalcommons.mtu.edu:business-fp-1257Last time updated on 3/13/2018

This paper was published in Michigan Technological University.

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