心理账户基本特征的影响因素

心理账户是指个体对经济行为进行编辑、分类、预算以及评估的过程。心理账户中的基本特征主要包括享乐主义编辑、非替代性和局部账户。这些特征又受到一些因素的影响, 如享乐主义编辑受事件框架和个体差异的影响, 非替代性和预算控制受模糊性的影响, 局部账户受价值原始水平、语义联系程度和评价方法的影响。未来对心理账户的研究需要进一步探讨心理账户特征的普遍性、心理账户的机制及其文化差异。     

心理账户:缘起、理论及应用

心理账户深刻地体现了心理学和经济学的结合,是在行为经济学的大背景下开始研究的。心理账户是人们在心理上对结果,尤其是经济结果的编码,分类和估价的过程,它反映了人们在进行资金财富决策过程中的心理认知过程。心理账户与经济账户的运算法则不同,它具有非替代性。心理账户与金融投资结合形成了行为资产组合理论,心理账户与消费经济结合,形成了行为生命周期理论。     

心理账户的非替代性及其运算规则

心理账户理论(Mental accounting Theory)由萨勒(Thaler)教授提出,他认为：小到个体、家庭,大到企业集团,都有或明确或潜在的心理账户系统。心理账户有两个最本质的特征：一是非替代性;二是具有不同于经济学的特定运算规则。本文分析了心理帐户非替代性的三种表现,从值函数,得与失的编码规则和参照点效应探讨了心理帐户的特定运算规则。这对解释人的非理性经济行为有重要价值。     

时间相关决策中的非理性现象

时间相关决策中存在着时间成本模糊、时间感知不稳定和远近选择决策权重不稳定等非理性现象。心理账户因素、决策认知因素、决策情境因素和个体因素影响时间相关决策中非理性现象的产生。通过加强时间价值感知训练、理性分析和想象后悔、团队决策、制订合理时间计划和理解社会文化等方法, 可减少时间相关决策中的非理性现象。研究者在未来可关注主观心理时间和高科技对时间相关决策的影响、个体时间相关决策社会化的过程、改变学科视角和实验范式进行研究等。     

心理账户：理论与应用启示

“心理账户”是人们在心理上对结果（尤其是经济结果）的编码、分类和估价的过程,它揭示了人们在进行（资金）财富决策时的心理认知过程。心理账户的理论成果主要集中在“非替代性”的本质特征以及特殊的心理运算规则,心理账户在各个应用领域的研究成果主要包括：价格感知;行为资产组合理论;行为生命周期理论以及消费预算的研究。未来将在多元化研究方法的基础上,开展跨文化研究,对心理账户的内在心理机制和认知规律深入探讨     

揭秘经济管理中的行为异象：心理账户理论的应用启示

2017年Richard H. Thaler获得诺贝尔经济学奖, 其重要的研究贡献之一是催生并发展了心理账户理论。心理账户理论被广泛用于解释经济管理中的行为异象。文章以消费决策、金融管理决策两大领域的应用研究为外在逻辑, 以心理账户的设立、运算和关闭过程的特点为内在逻辑, 重点探讨了消费决策中的“标签效应”、“预算效应”、“价格幻觉”、“解耦效应”和“效用偏差”; 金融管理决策中的“粘蝇纸效应”、“薪酬感知之谜”、“税收-投资之谜”、“会计信息披露之谜”和“处置效应”十大行为异象。文章进一步提出未来可能的两个研究方向, 一是通过眼动技术和认知神经科学方法揭示心理账户影响行为决策的内在过程及神经机制; 二是将心理账户理论应用于“以小拨大”的行为助推, 助力政府公共管理和企业管理决策。     

生活事件对情感和行为的影响：理论比较与启示

关于生活事件对个体情感反应和行为选择的影响研究, 均试图从不同生活事件和行为决策关系的角度对个体的影响机制进行解释, 但不同理论之间存在争议。行为/经济理论认为人“绝对理性”, 而平均/累加模型、峰-终定律和心理账户认为人“有限理性”。详细比较发现, 各理论在解释的视角、研究方法的选择、生活事件的界定等方面均有不同。未来研究应围绕理论之间的鉴别与整合、生活事件属性与个体属性之间的交互影响以及研究方法的多元化等方面展开。     

广州大学城大学生心理账户内隐结构模型建构

以广州大学城10所高校220名学生为被试,参照中国人心理账户内隐结构模型建立广州大学城大学生的心理账户内隐结构模型。利用验证性因子分析对两模型分别进行验证和比较分析,结果表明：广州大学城的大学生的心理账户系统有一个“5—7—4”分类结构。中国人心理账户内隐结构模型适用于广州大学城的大学生,但大学生的心理账户仍具异于一般成人的特点。大学生心理账户结构模型的构建对探究大学生经济决策行为具有重要意义。     

中国人心理账户的内隐结构

“心理账户”是个人、家庭或企业集团在心理上对结果（尤其是经济结果）的记录、编码、分类和估价的心理过程,它揭示了人们进行资金（财富）决策时的内在认知编码。研究对全国9个省市1268名有效被试进行问卷调查,经过探索性因子分析、验证性因子分析以及二阶因子验证发现：中国人的心理账户系统有一个相对稳定的“3－4－2”分类结构。即收入账户有“工作相关的常规收入”、“非常规的额外收入”和“经营收入”三个账户;开支账户有“生活必需开支”、“家庭建设与个人发展开支”、“情感维系开支”和“享乐休闲开支”四个账户;存储账户有“安全型保障账户”和“风险型存储账户”两个账户。心理账户的分类研究对探究人们的经济决策行为有重要意义     

关于马基雅维利主义的道德心理研究

上世纪60～70年代,Christie创造了马基雅维利主义的心理学构念,而Exline,Geis和Bogart开创了关于马基雅维利主义的道德心理研究,后继研究者继承并不断完善他们的实验方法,探讨了马基雅维利主义与不道德行为(尤其是欺骗和逢迎)、道德判断(包括道德观和道德推理)、道德教育的关系。研究结果发现,尽管有证据证明马基雅维利主义与不道德行为存在密切关系,但两者是否是直接的因果关系仍存争议,不过多数学者一致认为马基雅维利主义者的不道德行为缘于其道德判断和道德教育,他们决策时将传统道德标准排除在决策标准体系之外,因此描述他们道德判断应采用"非道德"而不是"不道德"。     

Mental Accounting and Outcome Contiguity in Consumer-Borrowing Decisions

Research indicates that decisions are affected by how outcomes are framed. Mental accounting is a type of framing in which individuals are hypothesized to form psychological accounts for the costs and benefits of outcomes. Prior research has focused on mental accounting′s consequences rather than its determinants. Thus, little is known about the processes that underlie mental accounting. This study investigates the role that temporal contiguity (the co-occurrence of multiple outcomes) plays in mental accounting for consumer-borrowing decisions. Thaler′s (1985) extension of Kahneman and Tversky′s (1979) Prospect Theory was used to predict that consumers will prefer to finance purchases of goods with loans whose terms correspond with the life of the good. The results of four experiments involving 131 MBA students provide support for this prediction. The present study adds to our knowledge of mental accounting by examining the effect of temporal contiguity in the domain of multi-period costs and benefits. It also adds to the consumer behavior literature by examining an important factor affecting debt utilization.     

Mental accounting matters

Mental accounting is the set of cognitive operations used by individuals and households to organize, evaluate, and keep track of financial activities. Making use of research on this topic over the past decade, this paper summarizes the current state of our knowledge about how people engage in mental accounting activities. Three components of mental accounting receive the most attention. This first captures how outcomes are perceived and experienced, and how decisions are made and subsequently evaluated. The accounting system provides the inputs to be both ex ante and ex post cost–benefit analyses. A second component of mental accounting involves the assignment of activities to specific accounts. Both the sources and uses of funds are labeled in real as well as in mental accounting systems. Expenditures are grouped into categories (housing, food, etc.) and spending is sometimes constrained by implicit or explicit budgets. The third component of mental accounting concerns the frequency with which accounts are evaluated and ‘choice bracketing’. Accounts can be balanced daily, weekly, yearly, and so on, and can be defined narrowly or broadly. Each of the components of mental accounting violates the economic principle of fungibility. As a result, mental accounting influences choice, that is, it matters. Copyright © 1999 John Wiley & Sons, Ltd.     

心理会计与推理选择研究的新进展

心理会计与推理选择是行为决策理论的两个重要领域,本文主要综述它们在消费者偏好建构中的作用。研究表明,心理会计的原则常常调节对奢侈品的购买与消费;在这一调节过程中,推理可能发挥重要作用。本文还评述,在建构消费偏好的过程中,消费者有时选择最充分的理由,而不是选择最佳的选项;在其它一些情况下,消费者聚焦理由可能导致购买决策与消费体验之间的矛盾,以及偏好的非传递性。     

How did I do it then? How will I do it later? A theoretical review of the impact of mental time travel on decision-making processes

Mentally traveling to one's personal past and future connects the current self with self at different points in time. When making decisions in the present, individuals benefit from their past and potential future decisions with the help of mental time travel. This review documents the theoretical and empirical studies concerning mental time travel to past and future decisions and their influence on current decision-making processes. Particularly, certain characteristics of past and future decisions directly or indirectly influence present life decisions. Synthesizing the existing literature, we developed a theoretical model suggests that temporally close decisions tend to include different type of details and diverge from distant decisions in terms of personal meaningfulness. Further, past and future decisions that are elaborated and meaningful, have a great impact on present decisions. Future empirical work testing this model has the potential to generate findings that will inform intervention strategies towards improved decision-making.     

Mature adults' attitudes to mental health service utilisation

This qualitative study examined mature adults' attitudes to mental health services, in order to improve service utilisation among members of this group. Twenty individual and 12 focus group interviews were conducted with 111 West Australians aged ≥40 years living in urban and regional areas. The findings indicate that mature individuals may be receptive to information that assists them in differentiating the symptoms of ageing and mental illness and empowers them to make appropriate help‐seeking decisions. Perceived stigma and an aversion to medication were identified as barriers preventing individuals from acknowledging and addressing mental illness. A model of mature adults' intentions to utilise mental health services is proposed.     

Psychological distance reduces the effect of internalized stigma on mental health treatment decisions

Although stigma is a major barrier to treatment for those with mental health concerns, it is poorly understood when stigma is more or less influential in mental health treatment decisions. In the current work, we examined whether psychological distance—the removal of an event from direct experience—reduced the influence of internalized stigma on willingness to seek treatment. Specifically, we tested the hypothesis that psychological distance versus proximity (e.g., seeking treatment in three months vs. in two days, respectively) decreases the negative influence of stigma on willingness to seek treatment. We focused on a population for whom mental health treatment decisions are personally-relevant: individuals who had previously sought mental health treatment. Experiment 1 showed that the extent to which these individuals internalized (i.e., personally endorsed) stigma about mental illness predicted lower intentions to make an appointment with a mental health care provider for themselves (but not another person). Experiment 2 replicated this result using a different measure of psychological distance (temporal distance) and extended this finding to behavior (time spent reading mental health resources). Overall, this research demonstrated that internalized stigma disrupts mental health treatment-seeking intentions and behaviors when they are psychologically proximal, but not when they are distant. Potential applications of these results are discussed.     

Mental budgeting versus marginal decision making: training,experience and justification effects on decisions involving sunk costs

Many studies have shown that individuals make economically irrational decisions by using, rather than ignoring, sunk cost information. In this study, the effects of relevant academic training, financial experience and decision justification on investment decisions involving sunk costs were examined. Data on both the process (strategy) and outcome of the decisions were collected. The results indicate that practicing Certified Public Accountants (CPAs), Masters of Business Administration students (MBAs) and undergraduate accounting students perform better than undergraduate psychology students. The level of training, as measured by the number of college courses in managerial accounting, was found to be positively correlated with performance, while the level of experience, as measured by years of financially‐related work, was not. Justification was found to improve decisions only for those participants with significant work experience (MBAs and CPAs). Strategies used in this type of decision were examined with the surprising finding that economically rational decisions can be made even if sunk costs are not ignored. Copyright © 2007 John Wiley & Sons, Ltd.