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.
Citation:
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.
Authors
Akshina Banerjee, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
Abigail Sussman, University of Chicago, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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