Mental Accounting Advances: How Mental Accounting Influences Purchases, Patience, and Well-Being

Consumers sometimes group money and events into different mental accounts reserved for particular purposes, rather than treating them as interchangeable. The papers in this session examine new precursors, consequences, and theories of mental accounting. Mental accounting influences purchases, patience, charitable giving, college choice, and well-being in predictable ways.


Kellen Mrkva, Jesse Walker, R.A. Farrokhnia, Ellen R. K. Evers, Alex Imas, Haewon Yoon, Yang Yang, Carey Morewedge, Tyler MacDonald, and Michael Silverstein (2021) ,"Mental Accounting Advances: How Mental Accounting Influences Purchases, Patience, and Well-Being", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 853-857.


Kellen Mrkva, Columbia University, Columbia Business School
Jesse Walker, Ohio State University Fisher College of Business
R.A. Farrokhnia, Columbia University, Columbia Business School
Ellen R. K. Evers, University of California, Berkeley
Alex Imas, University of Chicago, Booth School of Business
Haewon Yoon, Kelley School of Business, Indiana University
Yang Yang, University of Florida
Carey Morewedge, Boston University
Tyler MacDonald, Boston University
Michael Silverstein, University of Oregon


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


R2. Brand-to-Brand Communications: How Consumers React to Flattery Between Brands

Lingrui Zhou, Duke University, USA
Katherine Crain, Duke University, USA
Keisha Cutright, Duke University, USA

Read More


Asymmetry in Susceptibility to Fake News due to Political Orientation

Hyerin Han, University of Minnesota, USA
Ryan Wang, University of Minnesota, USA
Akshay Rao, University of Minnesota, USA

Read More


N10. How Does It Make You Feel? Emotional Reasoning and Consumer Decisions

Andrea Rochelle Bennett, University of North Texas
Blair Kidwell, University of North Texas
Jonathan Hasford, University of Central Florida, USA
David Hardesty, University of Kentucky, USA
Molly Burchett, University of Kentucky, 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.