Effects of mental accounting on purchase decision processes: A systematic review and research agenda

Skwara, Florian

doi:10.1002/cb.2193

Cited by 9 publications

(4 citation statements)

References 121 publications

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“…, 2021; Alsharif et al. , 2023a, b; Skwara, 2023). Our research is closely aligned with the impact of mental accounts on consumer purchasing and decision-making (Liu et al.…”

Section: Literature Reviewmentioning

confidence: 99%

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Pricing strategy of first-enjoy-after-pay service offered by two-sided media platforms

Zhang,

Zhang

2023

APJML

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PurposeThis study highlights the impact of mental accounts on a user's decision-making regarding payment schemes and aims to determine the pricing strategy for the first-enjoy-after-pay service offered by the two-sided media platforms.Design/methodology/approachThis study establishes a game-theoretic model and utilizes backward induction to derive the equilibrium price by maximizing the monopolist's profit.FindingsThe findings indicate that the conditions for a two-sided media platform to offer the first-enjoy-after-pay service depend on the trade-off between pleasure attenuation and pain buffering and the effect of time discounts. Moreover, the authors found that the time discount is a critical factor in determining pricing strategies under various payment schemes offered by the platform.Research limitations/implicationsThis work adopts a uniform pricing strategy for users who opt for either immediate or post-payment schemes. Nevertheless, it is important to note that this approach has limitations in terms of offering discriminatory pricing for those who choose both payment schemes.Practical implicationsThis analytical work provides valuable insights for two-sided media platforms to optimize their payment scheme strategies and pricing considering the influence of a user's mental account.Originality/valueIn a two-sided media platform, the authors provide applicable conditions for the platform to offer first-enjoy-after-pay service considering the effect of mental accounts. Further, the authors show the optimal pricing strategy under different payment schemes provided by the platform.

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“…, 2021; Alsharif et al. , 2023a, b; Skwara, 2023). Our research is closely aligned with the impact of mental accounts on consumer purchasing and decision-making (Liu et al.…”

Section: Literature Reviewmentioning

confidence: 99%

“…, 2017). In purchase decision-making processes, the impact of mental accounts can be categorized into four main themes: the source of funds, intended use of funds, pricing, and payments (Skwara, 2023).…”

Section: Literature Reviewmentioning

confidence: 99%

Pricing strategy of first-enjoy-after-pay service offered by two-sided media platforms

Zhang,

Zhang

2023

APJML

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“…Chu and Liao (2010) found that consumers' awareness of future online resale potential can significantly influence their purchase decisions. Consumers typically perceive payments for desired products as losses, while product usage benefits are seen as gains (Skwara, 2023). By combining purchase and resale, consumers offset losses with gains, mitigating the sense of loss (Zhang et al, 2022).…”

Section: Drive Reduction Theorymentioning

confidence: 99%

Mitigating consumer guilt through resale

Chu

2024

MIP

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PurposeThis research draws on drive reduction theory and mental accounting theory to understand how the prospect of reselling used items can influence consumer feelings of consumption guilt and impact their willingness to purchase new products.Design/methodology/approachWe conducted two studies with between-subjects designs to explore this relationship. In Study 1, we examined the correlation between consumers' perceived guilt and their willingness to buy a new product, considering their awareness of the product’s resale potential. Study 2 delved into the aspect of reselling a similar old product already owned by the consumer.FindingsThe findings suggest three key insights. First, consumers' awareness of resale potential significantly affects their guilt perception and purchasing decisions. Second, the resale reference price (RRP) can decrease guilt perception but increase the intention to buy a new product. Lastly, when consumers are aware of the resale value of a previously owned product that is similar to the desired new product, the effect of the RRP on their purchasing intent is mediated by consumer guilt.Originality/valueThis research fills a theoretical gap by empirically exploring the emotional motivations behind consumer resale behavior. It presents a novel perspective on how resale activities can shape feelings of guilt and impact purchasing decisions. This offers important implications for understanding the dynamics of consumer behavior in the second-hand market.

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“…Menurut Prayanthi (2022) pencatatan dapat membantu dalam mendokumentasikan pengeluaran ataupun pemasukan. Mengelola keuangan sangat penting dilakukan dengan tujuan agar uang yang keluar tidak melebihi uang yang diterima (Skwara, 2023). Dengan memperhatikan mental accounting mahasiswa juga dapat memperkirakan pengeluaran apa saja yang mereka lakukan.…”

Section: Mahasiswa Indekos Dalam Mengelola Pengeluaran Harianunclassified

Perilaku Mental Accounting dalam Mengelola Daily Expenses dari Sisi Gaya Hidup Sehari-Hari Mahasiswa Indekos

Fika Yuliza,

Fachruzzaman

2024

RESLAJ

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Indekos students are an important segment of the academic community who need to support themselves financially. They usually live away from their parents' home and have to organise their own daily lives, including personal financial management. They often face various challenges in managing their finances to meet various needs such as boarding house rent, tuition fees, book fees, transportation costs, as well as non-academic expenses such as food and recreation costs. In this context, mental accounting behaviour is an interesting aspect to study because it can play an important role in the way boarding students manage their daily expenses. This study aims to find out how mental accounting behaviour plays a role in managing daily expenses and what are the factors that influence mental accounting in boarding students. Qualitative research with a phenomenological approach was chosen in this study to explore the phenomenon as a whole. After the research was conducted, it was found that mental accounting has a role in helping students manage their daily expenses. This can be seen from their behaviour of allocating money according to certain account categories such as boarding house rent, daily meals, skincare, transportation, academics and others.

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Effects of mental accounting on purchase decision processes: A systematic review and research agenda

Cited by 9 publications

References 121 publications

Pricing strategy of first-enjoy-after-pay service offered by two-sided media platforms

Pricing strategy of first-enjoy-after-pay service offered by two-sided media platforms

Mitigating consumer guilt through resale

Perilaku Mental Accounting dalam Mengelola Daily Expenses dari Sisi Gaya Hidup Sehari-Hari Mahasiswa Indekos

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