Easy Come Easy Go?:Effects Of Income Type,Hyperopia And Mortality Salience On Consumer Choice

This paper focuses on the influence of mental accounting on consumer decision from the perspective of consumer behavior.Special attention is paid to whether the influence mentioned above is different under the condition of mortality salience and when the consumer is hyperopiaLiterature review includes the mental accounting theory,hedonic\utilitarian consumption,hyperopia and mortality salience theory,which lays the foundation of hypothetical deduction.In this research,a pre-test is designed to select proper stimuli,another three experiments,that is,2(windfall income\regular income)*1?2(windfall income\regular income)*2(hyperopia or not)?2(windfall income\regular income)*2(mortality salience or not)investigate the main effect of mental accounting on consumer decision and the moderating effect of hyperopia and mortality salience,and finally come to the conclusion that consumer tend to use windfall income for hedonic consumption and regular income for utilitarian consumption;if the consumer is hyperopia,he prepares to use windfall income for utilitarian consumption;under the condition of mortality salience,consumer prefers to use regular income for hedonic consumption.