@techreport{cfae791317604743bddccb9e03312894,
title = "The complexity of the consumer problem and mental accounting",
abstract = "A literal interpretation of neo-classical consumer theory suggests that the consumer solves a very complex problem. In the presence of indivisible goods, the consumer problem is NPHard, and it appears unlikely that it can be optimally solved by a human. A simple and intuitive heuristic suggests that the consumer adopt a top-down approach, dividing her budget among main categories, further dividing these amounts to sub-categories and so forth. Such a heuristic may give rise to phenomena of mental accounting.",
author = "Itzhak Gilboa and A Postlewaite and David Schmeidler",
year = "2009",
language = "אנגלית",
series = "Discussion paper (The Pinhas Sapir center for development)",
publisher = "Pinhas Sapir Center for Development, Tel Aviv University",
number = "10-2009",
type = "WorkingPaper",
institution = "Pinhas Sapir Center for Development, Tel Aviv University",
}