New Economic Development

According to the theory of mental accounting, people treat money differently, depending on factors such as the money's origin and intended use, rather than thinking of it in terms of the "bottom line" as in formal accounting (Thaler, 1999). An important term underlying the theory is fungibility, the fact that all money is interchangable and has no labels. In mental accounting, people treat assets as less fungible than they really are. Even seasoned investors are susceptible to this...
More Description

According to the theory of mental accounting, people treat money differently, depending on factors such as the money's origin and intended use, rather than thinking of it in terms of the "bottom line" as in formal accounting (Thaler, 1999). An important term underlying the theory is fungibility, the fact that all money is interchangable and has no labels. In mental accounting, people treat assets as less fungible than they really are. Even seasoned investors are susceptible to this bias when they view recent gains as disposable "house money" (Thaler & Johnson, 1990) that can be used in high-risk investments. In doing so, they make decisions on each mental account separately, losing out the big picture of the portfolio.Another concept related to mental accounting captures the fact that people don't like to spend money. We experience pain of paying (Zellermayer, 1996), because we are loss averse. The pain of paying plays an important role in consumer self-regulation to keep spending in check (Prelec & Loewenstein, 1998). This pain is thought to be reduced in credit card purchases, because plastic is less tangible than cash, the depletion of resources (money) is less visible and payment is deferred. Different types of people experience different levels of pain of paying, which can affect spending decisions. Tightwads, for instance, experience more of this pain than spendthrifts. As a result, tightwads are particularly sensitive to marketing contexts that make spending less painful (Rick, 2018). Hence, such as this property market purchase case, because some house buyers do not hope to spend much money to buy one house to live. They will feel to use visa card, it can replace money to let them to feel they won't lose much money to spend in the moment. So, in mental spending feeling view, they will feel visa card will help them to reduce to spend much money to rent or pay instalement to live the house in long time. So, in psychological view, visa card is one good spending money replace tool to influence these non- accepted spend money buyers to make final house rent or paying instalement decision to live the house decision more easily.