The Effect Of Materialism On Mental Account

Materialism refers to a kind of values which put stress on the acquisition of property.Mental account reflects the cognition and evaluation of financial activities.This research intends to explore the effect of materialism on mental account.In the research,we select individuals who get different scores in Material Values Scale,and explore how they distribute the income got in different ways and perceive the losses and gains.And we compare the difference of their characteristics of mental account especially in the aspect of flexibility as well.As a consequence,we find that when compared with low scorers,the high scorers are more likely to:?spend windfall like lottery on hedonic expenses;?have a "hedonic" mental arithmetic in the profit condition;?report a flexible mental account.At the same time,the low scorers are more likely to have an appetite for saving money and seldom code in a hedonic way in face of losses and gains.