Not All Money Is Created Equal: Neural Signature of Mental Accounting

Feng Sheng, University of Pennsylvania, USA
Ming Hsu, University of California Berkeley, USA
Baba Shiv, Stanford University, USA
Using a novel within-subject design, we provide evidence for mental accounting at both behavioral and neural levels. Specifically, we show income-based mental accounting selectively modulated individuals’ attitude toward losses as opposed to risks, as well as elucidate neural mechanisms that underpins the operation of mental accounting.
[ to cite ]:
Feng Sheng, Ming Hsu, and Baba Shiv (2017) ,"Not All Money Is Created Equal: Neural Signature of Mental Accounting", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 196-199.