A recent article about "Mental Accounting" said that we keep separate running tabs in our minds that help us justify what we spend. Let me explain: "Let's say you are headed to a movie. As you are about to enter the theater, you reach into your pocket and find to your dismay that you have lost your ticket. You don't have a receipt, so if you still want to see the movie, you have to pay another $10 for a new ticket. If you are like most people, you would probably think twice. You may still plonk down the money, but you will now feel that you paid $20 for a $10 movie. But let's reconstruct the secanrio differently. You are going to a movie. As you stand in line at the box office to buy your ticket, you discover that you have dropped a $10 bill on the Metro. You are disappointed, of course, but would this affect your decision to buy the move ticket? Again, if you are like most people, you may feel sore about the lost money, but it won't affect your decision to buy the ticket.
Psychologists once conducted an experiment along these lines. They found that only 46% of those who lost a ticket were willing to buy a replacement ticket, whereas 88 % of those who lost an equivalent amount of cash were willing to buy a ticket. Since the lost ticket had the same value, their loss should have been experienced in the same way--so why were nearly twice as many people willing to ignore the lost cash but not the lost ticket?"
OK--Here it comes--"The difference is because of a psychological phenomenon known as mental accounting--and it has enormous consequences in everyday life. It affects how people spend money and how they save. It influences how people deal with losses and windfall gains. " Want the simple definition of mental accounting? According to the article: "...People carry around different running tabs in their heads. You have, for example, an "entertainment account". Losing a movie ticket and having to buy a second one takes $20 out of your entertainment account when you planned to take only $10.
Lost cash, on the other hand, is not charged to the entertainment account--which is why most people don't hesitate to buy a movie ticket after they lose some cash. This is an interesting subject--I know I personally have thought about not spending X dollars to purchase something, when at the same time, I have over tipped because I thought it was the right thing to do--different tabs--but the same money.
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