Joint Mental Accounting:Extending Mental Accounting Principles to Marriages
Although research on mental accounting and reason based choice has been extensive,scholars have concentrated on mental accounting phenomena from the perspective of the individual on decisions that affect only the individual.We propose that,due to the importance of fairness & equity within a marriage as well as being able to label a spouse as a money source,many of the mental accounting principles that hold true for individuals,do not hold true for marriages.Our studies show that when applying prior rules of mental accounting to windfall gains or allocation of money within a marriage,results are not consistent with reality,and our study provides new mental accounting principles to account for real marital behavior.
Joint Mental Accounting Mental Accounting Fungibility Household Budgeting
David Glattstein Yuhuang Zheng
School of Economics and Management,Tsinghua University Associate Professor of Marketing,School of Economics and Management,Tsinghua University
国内会议
北京
英文
1-18
2013-08-16（万方平台首次上网日期，不代表论文的发表时间）