Loss Booking: Mental Budgeting Facilitates Consumer Spending
Mental budgeting is often characterized as a self-control device inhibiting consumer spending. We find the opposite. Our loss booking theory reinterprets mental budgeting. We propose losses are psychologically realized while budgeting money to mental accounts, which reduces the pain of paying and thereby facilitates consumer spending.
Chang-Yuan Lee and Carey K. Morewedge (2020) ,"Loss Booking: Mental Budgeting Facilitates Consumer Spending", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1101-1105.
Chang-Yuan Lee, Boston University, USA
Carey K. Morewedge, Boston University, USA
NA - Advances in Consumer Research Volume 48 | 2020
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