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The mental accounting of time

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  • Rajagopal, Priyali
  • Rha, Jong-Youn

Abstract

This paper examines the ways in which time is perceived and tracked. We investigate whether people create mental accounts for time like they do for money, how time is allotted to these accounts and if time is valued differently according to the account to which it is assigned. Across five studies, we find evidence that people create mental accounts for time and attempt to balance their time across work and non-work activities.

Suggested Citation

  • Rajagopal, Priyali & Rha, Jong-Youn, 2009. "The mental accounting of time," Journal of Economic Psychology, Elsevier, vol. 30(5), pages 772-781, October.
    • Handle: RePEc:eee:joepsy:v:30:y:2009:i:5:p:772-781
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    8. Hengchen Dai & Katherine L. Milkman & Jason Riis, 2014. "The Fresh Start Effect: Temporal Landmarks Motivate Aspirational Behavior," Management Science, INFORMS, vol. 60(10), pages 2563-2582, October.
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    Keywords

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