Risk & LossMedium Impact
Mental Accounting
Definition
Mental Accounting is the tendency to categorize and treat money differently depending on where it came from or its intended destination.
Real-world examples
People will happily spend a $50 tax refund on a luxury dinner, but would hesitate to spend $50 of their hard-earned paycheck on the same meal.
- A work bonus is more readily splurged than the same amount drawn from regular salary, though the money is identical.
- People keep low-interest savings while carrying high-interest credit-card debt, treating the two 'accounts' separately.
How to design for it (nudge strategy)
Bundle fees into specific categories that users have already 'allocated' mentally, or label savings as a specific asset (e.g., 'Holiday Fund').
The evidence
Empirical findings linked to this bias are being added. Browse the findings database →
Related biases
Cite this page
Behavioral Economics Lab. "Mental Accounting – Definition, Examples & Evidence." Behavioral Economics Lab, https://behavioraleconomicslab.com/biases/mental-accounting.