Mental Accounting for Multiple Outcomes: Theoretical Results and an Empirical Study


We develop a theoretical basis for guiding integration and segregation decisions in the case of multiple objects, or subjects, with underlying S-shaped value functions. Our findings show that Thaler’s principles of mental accounting work as postulated when the subjects are exposed to only positive experiences (e.g., gains) or negative experiences (e.g… (More)


6 Figures and Tables