Promotion and Prevention across Mental Accounts: When Financial Products Dictate Consumers' Investment Goals

摘要: We propose that consumers’ investment decisions involve processes of promotion and prevention regulation are managed across separate mental accounts, with different financial products seen as representative versus prevention. Consistent this hypothesis, we show (a) investors differentially sensitive to gains losses risk seeking depending on the being considered (b) these phenomena occur because strong associations between Therefore, investors’ goals may be determined by opportunities under evaluation rather than independent opportunities, is assumed in standard finance theory.