{"id":2431,"date":"2021-05-10T06:13:21","date_gmt":"2021-05-10T06:13:21","guid":{"rendered":"http:\/\/3.35.173.53\/?p=2431"},"modified":"2021-05-10T06:13:21","modified_gmt":"2021-05-10T06:13:21","slug":"levav-j-mcgraw-a-p-2009-emotional-accounting-how-feelings-about-money-influence-consumer-choice-journal-of-marketing-research-461-66-80","status":"publish","type":"post","link":"https:\/\/happyfinder.co.kr\/?p=2431","title":{"rendered":"Levav, J., &#038;McGraw, A. P. (2009). Emotional accounting: How feelings about money influence consumer choice. Journal of Marketing Research, 46(1), 66-80."},"content":{"rendered":"<p>Mental accounting posits that people track their expenditures using cognitive categories or \u201cmental accounts.\u201d The authors propose that this cognitive process can be complemented by an approach that examines how feelings about a sum of money, or the money&#8217;s \u201caffective tag,\u201d influence its consumption. When people receive money under negative circumstances, this tag can include a negative affect component, which people aim to reduce by engaging in strategic consumption. The authors investigate two such strategies, laundering and hedonic avoidance, and demonstrate their effect on consumption of windfalls. The authors find that people avoid spending their negatively tagged money on hedonic expenditures and prefer to make utilitarian or virtuous expenditures to reduce, or \u201claunder,\u201d their negative feelings about the windfall. The authors call this tagging process and strategic consumption \u201cemotional accounting.\u201d<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><!--StartFragment--><\/p>\n<p class=\"0\" style=\"background: rgb(255, 255, 255); mso-pagination: none; mso-padding-alt: 0pt 0pt 0pt 0pt;\"><span lang=\"EN-US\" style=\"background: rgb(255, 255, 255); letter-spacing: 0pt; font-family: Times New Roman; mso-fareast-font-family: Times New Roman; mso-font-width: 100%; mso-text-raise: 0pt; mso-ascii-font-family: Times New Roman;\">Levav, J., &amp;McGraw, A. P. (2009). Emotional accounting: How feelings about money influence consumer choice<\/span><span lang=\"EN-US\" style=\"background: rgb(255, 255, 255); letter-spacing: 0pt; font-family: Times New Roman; font-style: italic; mso-fareast-font-family: Times New Roman; mso-font-width: 100%; mso-text-raise: 0pt; mso-ascii-font-family: Times New Roman;\">. Journal of Marketing Research, 46<\/span><span lang=\"EN-US\" style=\"background: rgb(255, 255, 255); letter-spacing: 0pt; font-family: Times New Roman; mso-fareast-font-family: Times New Roman; mso-font-width: 100%; mso-text-raise: 0pt; mso-ascii-font-family: Times New Roman;\">(1), 66-80.<\/span><\/p>\n<p class=\"0\" style=\"background: rgb(255, 255, 255); mso-pagination: none; mso-padding-alt: 0pt 0pt 0pt 0pt;\"><span lang=\"EN-US\" style=\"background: rgb(255, 255, 255); letter-spacing: 0pt; font-family: Times New Roman; mso-fareast-font-family: Times New Roman; mso-font-width: 100%; mso-text-raise: 0pt; mso-ascii-font-family: Times New Roman;\"><a class=\"doiWidgetLink\" href=\"https:\/\/doi.org\/10.1509%2Fjmkr.46.1.66\">https:\/\/doi.org\/10.1509\/jmkr.46.1.66<\/a>&nbsp;&nbsp;<o:p><\/o:p><\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mental accounting posits that people track their expenditures using cognitive categories or \u201cmental accounts.\u201d The authors propose that this cognitive process can be complemented by an approach that examines how feelings about a sum of money, or the money&#8217;s \u201caffective tag,\u201d influence its consumption. When people receive money under negative circumstances, this tag can include [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":[],"footnotes":""},"categories":[28,15],"tags":[594,595],"_links":{"self":[{"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/posts\/2431"}],"collection":[{"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2431"}],"version-history":[{"count":1,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/posts\/2431\/revisions"}],"predecessor-version":[{"id":2432,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/posts\/2431\/revisions\/2432"}],"wp:attachment":[{"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2431"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2431"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2431"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}