TY - JOUR
T1 - Role Integration Increases the Fungibility of Mentally Accounted Funds
AU - Paul, Iman
AU - Parker, Jeffrey R.
AU - Dommer, Sara Loughran
N1 - Publisher Copyright:
© American Marketing Association 2022.
PY - 2023/4
Y1 - 2023/4
N2 - Bridging the gap between the mental accounting and identities/roles literatures, the present research examines how the extent to which an individual's life roles (e.g., “employee,” “spouse”) are integrated (i.e., have more flexible and permeable psychological boundaries between them) moderates the fungibility of mentally accounted funds. Specifically, individuals with more integrated roles are more able to circumvent the constraints typically imposed by mental budgeting and earmarking; therefore, they are more likely to use funds that are allocated or budgeted for the purposes of one role to service the needs/wants of another role. This holds regardless of whether funds have been (1) allocated to a broader role-specific mental account for future expenditures or (2) earmarked for a specific purchase. The authors find evidence that the effect of role integration arises because those with more integrated roles believe that making purchases for one role using funds allocated or budgeted for the other role is more justifiable.
AB - Bridging the gap between the mental accounting and identities/roles literatures, the present research examines how the extent to which an individual's life roles (e.g., “employee,” “spouse”) are integrated (i.e., have more flexible and permeable psychological boundaries between them) moderates the fungibility of mentally accounted funds. Specifically, individuals with more integrated roles are more able to circumvent the constraints typically imposed by mental budgeting and earmarking; therefore, they are more likely to use funds that are allocated or budgeted for the purposes of one role to service the needs/wants of another role. This holds regardless of whether funds have been (1) allocated to a broader role-specific mental account for future expenditures or (2) earmarked for a specific purchase. The authors find evidence that the effect of role integration arises because those with more integrated roles believe that making purchases for one role using funds allocated or budgeted for the other role is more justifiable.
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U2 - 10.1177/00222437221112058
DO - 10.1177/00222437221112058
M3 - Article
AN - SCOPUS:85142126838
SN - 0022-2437
VL - 60
SP - 263
EP - 277
JO - Journal of Marketing Research
JF - Journal of Marketing Research
IS - 2
ER -