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心理账户的理论、特征和应用

he Theory, Features and Application of Mental Accounting

中文摘要英文摘要

心理账户是一种个人、家庭或组织对经济活动进行关注、编码和评估的认知操作系统,它否定了"理性人"假设,是"有限理性"模型的进一步发展。心理账户理论的基本特征主要包括非替代性、享乐主义编辑和灵活性等内容。在实践中心理账户主要被应用于金钱感知,价值效用和支付分离等方面。对心理账户的研究对我们的决策有积极的意义,但心理账户在普遍性、认知机制和研究方法等方面也存在着一些问题需要我们进一步的研究和探索。

Mental Accounting is a set of cognitive operations used by individual, family or organization to focus on, coding and evaluate financial activities. It denies "hypothesis of rational man", it is the further development of the "bounded rationality model". The basic features of mental accounting theory mainly include: non-fungibility, hedonic editing and flexibility, etc. Mental Accounting is mainly applied to money perception, transaction utility and payment decoupling in practice. The studies of mental accounting have positive aspects to our decisions, but there are also some unsolved problems like the generalization, cognitive mechanism and research method of mental accounting.

刘泽文、孔亮

财政、金融

心理账户非替代性享乐主义编辑灵活性

mental accountingnon-fungibilityhedonic editingflexibility

刘泽文,孔亮.心理账户的理论、特征和应用[EB/OL].(2013-09-29)[2025-07-16].http://www.paper.edu.cn/releasepaper/content/201309-392.点此复制

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