17M Mental Accounting of Past Vs Present Costs

We revisit the Lost Ticket scenarios for a past loss. Though purchasing patterns for both past and present losses were the same, double-counting explained the effect in the past but frustration did so in the present. This research demonstrates that emotional factors underlie findings previously only attributed to mental accounting.


Akshina Banerjee, Oleg Urminsky, and Abigail Sussman (2019) ,"17M Mental Accounting of Past Vs Present Costs", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 958-958.


Akshina Banerjee, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
Abigail Sussman, University of Chicago, USA


NA - Advances in Consumer Research Volume 47 | 2019

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