com
The psychology of money
• Opportunity cost
• Relativity
• Pain of paying
• Mental Accounting
• Fairness
• Price of 0
• Self herding
Opportunity cost
• How should we make decisions about money?
+
$300
worth
of
CD’s
Shadow value of price
• The concept of the shadow value of price is
crucial for people to be able to make tradeoffs
between goods
• Can people do it?
• Naturally -- not, but maybe under some
conditions?
• What does that means for spending and for
savings??
Relative size matters !!!
Thinking in %
Relativity
The importance of relativity
Relativity
50
30
10
-10
-30
t1 t2 t3 t4 t5 t6 t7
The AOL story
Can the pain of paying
diminish over time?
Pain of paying: summary
• The pain of payment is an additional aspect of
disutility
• It is influenced by the timing of the payment,
and by the coupling of experience with payment
Bought ticket
(cost $100)
Sunk money
feels free
60
% choice
50
40
30
30
20
10 7
0 0
0
? ?
Not all bad news ..
Comparing Apples & Oranges
Social and Market
Norms
Theater Restaurant
tickets meals
0¢ 25¢
Lessons
VS.
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