Science & Environment
The mind of money: Mental accounting theory checks out
Source: Phys.org - latest science and technology news stories · Published
When it comes to money, humans are not always rational. First introduced decades ago, the influential concept of mental accounting posits that consumers make decisions based on subjective accounts that diverge from objective financial values. For example, consumers perceive a $10
When it comes to money, humans are not always rational. First introduced decades ago, the influential concept of mental accounting posits that consumers make decisions based on subjective accounts that diverge from objective financial values. For example, consumers perceive a $100 check for overtime work differently than a $100 tax refund.
One is seen as earned, and the other as a discretionary bonus.
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