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

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.



Citation:

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.

Authors

Feng Sheng, University of Pennsylvania, USA
Ming Hsu, University of California Berkeley, USA
Baba Shiv, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Beauty and Control in Collecting: How Desire for Control Drives the Aesthetic Pursuit of Complete Collections

C. Clark Cao, University of Arizona, USA
Merrie Brucks, University of Arizona, USA
Martin Reimann, University of Arizona, USA

Read More

Featured

Evaluation Overconfidence: When Uncertainty in Attribute Understanding Produces Less Extreme Product Evaluations

Deidre Popovich, Texas Tech University, USA
Ryan Hamilton, Emory University, USA

Read More

Featured

Minds that Don’t Matter: Attributing Minds to Brands Decreases Empathy for People

Lura Forcum, Clemson University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.