ISSN 1671-3710
CN 11-4766/R
主办:中国科学院心理研究所
出版:科学出版社

Advances in Psychological Science ›› 2012, Vol. 20 ›› Issue (11): 1709-1717.doi: 10.3724/SP.J.1042.2012.01709

• Editor-In-Chief Invited •     Next Articles

A New Perspective on Consumer Decision: Double-entry Mental Accounting Theory

LI Ai-Mei;HAO Mei;LI Li;LING Wen-Quan   

  1. Management School, Jinan University, Guangzhou 510632, China
  • Received:2012-05-14 Online:2012-11-15 Published:2012-11-01
  • Contact: LI Ai-Mei

Abstract: Prelec and Loewenstein (1998) introduced a “double-entry” mental accounting theory, in which one set of entries recorded the “net” utility derived from consumption after subtracting the disutility of associated payments, and the other set recorded the "net" disutility of payments after subtracting the utility of associated consumption. The mental coupling of payment and consumption increased the pain of paying and reduced the pleasure of consumption, indicating a big coefficient of pleasure attenuation (a). While the mental decoupling of payment and consumption reduced the perceived cost of the activity and therefore boosted the likelihood of enjoying the consumption, indicating a big coefficient of pain buffering (b). Several findings are summarized: a small coefficient of pleasure attenuation (a) is perceived when consumption is after payment, while a small coefficient of pain buffering (b) is perceived when payment is after consumption. It is also found that luxury has a big coefficient of pleasure attenuation (a), while necessity has a big coefficient of pain buffering (b). The tightwad has a big coefficient of pleasure attenuation (a) and the spendthrift has a big coefficient of pain buffering (b). Additionally, the psychological mechanism of coupling, such as debt aversion and negative time preference, payment depreciation etc., and the advices to behavior decision are discussed. And meanwhile, new perspective and research subject on consumer behavior decision are proposed.

Key words: “double-entry&rdquo, mental accounting, coupling, coefficient of pleasure attenuation, coefficient of pain buffering, consumer decision