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.


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.


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


NA - Advances in Consumer Research Volume 45 | 2017

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