
Quick:
If John F. Kennedy had not been assassinated, how old would he be today?
Got your answer?
Think of your final answer before you continue reading.
Got it. OK good.
If you are like most people, your spontaneous first guess was that JFK would have been 75, 77. After the adjustment you may have ended up at 80, 85. It’s unlikely you would have guessed the correct answer (94) or older. The reason most of us guess wrong here is because we are answering this question intuitively. without the data, we form a picture of Kennedy’s boyish face and youthfulness. It’s hard for us to feel him being 94.
While intuitive behaviors can be good for many areas of our lives, they can be dangerous when it comes to financial and investment decisions. Psychologists refer to these intuitions as biases and in this and the next 2 posts we will explore 3 biases that have been labeled: Mental Accounting, Loss aversion and the status quo bias.
Mental Accounting:
This concept was first coined by Richard Thaler and attempts to describe the process whereby people code, categorize and evaluate economic outcomes.
Say you are headed to the movies possibly to see Lost in Translation with Bill Murray or a remake of Raging Bull with Robert Dinero. As you enter the theater you reach into your pocket and much to your dismay, you realize that you lost your ticket! If you still want to see the movie, you will need to shell out another 10 bucks. Would you do it?
Let’s reconstruct that scenario: What if you didn’t buy the ticket in advance but when you reached into your pocket you realize that you dropped a ten dollar bill on the metro! You’re disappointed, but are you more likely to shell out another 10 to see the movie, relative to the first scenario?
Research says YES.
Psychologists found that only 46% of those who lost an actual ticket would be willing to buy the replacement whereas 88% who lost an equivalent amount of cash would.
That, my friends, is ‘ Mental Accounting” – which has enormous consequences in everyday life and affects how we save, spend and invest. It impacts how we deal with losses and windfalls as we walk around with ” running tabs” that represent different accounts between our ears.
Losing the ticket and buying a second one is akin to taking $20.00 out of our ” entertainment account” whereas lost cash is not charged to that account… in our heads.
But that makes no sense because ten bucks is ten bucks! We just don’t think of it that way which is why economic models of human behavior (biases) are often wrong.
Mental accounting, which some describe as a built-in mental “Handicap” can affect us in lots of areas:
- Tax Refunds: May be placed in the “windfall” or “found money” account and spent frivolously
- Safety Capital: The opposite of the windfall. It’s money we “can’t afford to lose” so we invest it too conservatively.
- Sale Items: If an item is priced substantially lower than we are used to seeing it, it goes in the “bargain account” and we may be tempted to even if we don’t need it.
Let’s be clear: The dividing line created by our biological inclination to create separate mental accounts is just an illusion. And it’s often a hurtful one because it violates the most basic rule of economics which states:
Money is fungible or interchangeable.
The decision to see the movie should have nothing to do with whether you lost cash or a ticket. The spending of the tax funds should not relate to where it came from and buying an item should have nothing to do with whether it’s on sale or not.
But it does….
How has mental accounting affected your financial decisions?
Any questions or thoughts about Mental Accounting? Just click here!