Loss is a loss,why categorize it? Mental accounting across cultures

Consumers regularly track their expenses and assign them to categories like food, entertainment, and clothing, which is popularly known as mental accounting. In this paper, we show that consumption biases that result from mental accounting—underconsumption or overconsumption—are not prevalent in Easterners due to their holistic thinking style, whereas Westerners exhibit such biases due to their analytic thinking style. In Study 1, we collected data with Easterners (students from the eastern part of India) and show that they do not exhibit mental accounting biases as is seen in Westerners. In Study 2, we show that such differences in mental accounting across cultures result from their thinking styles by manipulating thinking styles within a Western population (American students from the Midwest). We also show that the differences in styles of thinking across cultures motivate two different types of accounting processes—a piecemeal accounting process in the Westerners and a comprehensive accounting process in the Easterners—which in turn influence the differences in mental accounting biases across cultures. This finding adds to the growing literature in cross‐cultural differences in consumer decision making and explores how and why a well‐documented robust effect, mental accounting, varies with the cultural background of the consumers.     

Consumer culture ideals,extrinsic motivations,and well‐being in children

Internalising the consumer culture ideals of materialism and appearance has been shown to be negatively related to adults' well‐being. Similarly, adults who strive towards these ideals for extrinsic reasons, such as to improve their image or status, have been shown to have lower levels of well‐being than those who strive towards them for intrinsic reasons, such as to help others or support healthy relationships. However, to date, there is little evidence that these links exist in children. In the present research, we use new, age‐appropriate scales to test our predictions derived from self‐determination theory that being extrinsically motivated to achieve materialistic and appearance ideals will predict their internalisation, which, in turn, will negatively predict children's well‐being. An initial pilot study found that extrinsic motives were negatively related to well‐being in a sample of 150 children aged 8–11 years but that intrinsic motives were not. In our main study, we modelled materialism and appearance as indicators of a single underlying consumer culture construct, and, in a sample of 160 youths aged 8–15 years, found support for our hypothesis that being extrinsically motivated to achieve these consumer culture ideals predicts their internalisation, which negatively predicts well‐being. We discuss the possible mechanisms involved in these processes and the implications of these findings for future research. Copyright © 2014 John Wiley & Sons, Ltd.     

Control of voice gender in pre‐pubertal children

Adult listeners are capable of identifying the gender of speakers as young as 4 years old from their voice. In the absence of a clear anatomical dimorphism in the dimensions of pre‐pubertal boys' and girls' vocal apparatus, the observed gender differences may reflect children's regulation of their vocal behaviour. A detailed acoustic analysis was conducted of the utterances of 34 6‐ to 9‐year‐old children, in their normal voices and also when asked explicitly to speak like a boy or a girl. Results showed statistically significant shifts in fundamental and formant frequency values towards those expected from the sex dimorphism in adult voices. Directions for future research on the role of vocal behaviours in pre‐pubertal children's expression of gender are considered.