Mental Accounting and Small Windfalls: Evidence from an Online Grocer

John  Beshears; Katherine L. Milkman

Article | Journal of Economic Behavior & Organization | August 2009

Mental Accounting and Small Windfalls: Evidence from an Online Grocer

by John Beshears and Katherine L. Milkman

Abstract

We study the effect of small windfalls on consumer spending decisions by comparing the purchases online grocery customers make when redeeming $10-off coupons with the purchases they make without coupons. Controlling for customer fixed effects and other variables, we find that grocery spending increases by $1.59 when a $10-off coupon is redeemed. The extra spending associated with coupon redemption is focused on groceries that a customer does not typically buy. These results are consistent with the theory of mental accounting but are not consistent with the standard permanent income or lifecycle theory of consumption. While the hypotheses we test are motivated by mental accounting, we also discuss some alternative psychological explanations for our findings.

Keywords: mental accounting; windfalls; marginal propensity to consume; coupons; Marketing Communications; Consumer Behavior; Accounting; Cognition and Thinking; Retail Industry;

Format: Print

Find at Harvard Read Now

Citation:

Beshears, John, and Katherine L. Milkman. "Mental Accounting and Small Windfalls: Evidence from an Online Grocer." Journal of Economic Behavior & Organization 71, no. 2 (August 2009): 384–394.

This case tells the story of Spiber, a Japanese technology start-up company. To reflect the company’s values, the leadership team implemented a new and unique salary-setting process: each employee had the authority to choose their own salary. In the course of discussing the case, students are asked to contemplate the challenges that managers face when incentivizing innovation and are invited to brainstorm methods for motivating the behaviors that drive innovation. Students consider the merits of Spiber’s new compensation system and reflect on issues of pay equity. The case allows for a rich discussion regarding the design of effective and fair compensation systems, with a special emphasis on exploring how organizational culture and the broader social and cultural context in which an organization is embedded shape employees’ responses to compensation systems.

By 2013, the U.S. wireless industry was in the midst of a costly transition. As consumers began to embrace more sophisticated mobile devices, the industry's four main players spent heavily to improve their infrastructures for providing reliable high-speed data services. T-Mobile, the smallest of the four major carriers, lacked the scale of its competitors and risked falling further behind in the contest for market share. Faced with this daunting business environment, T-Mobile's new CEO declared war on the rest of the industry, decrying competitor pricing practices and upending the traditional contract-based business model. This case provides background information on the state of the wireless industry in 2013 and follows T-Mobile's early steps to transform its market position.

Founded in 2010, CredEx has been a fast and constant innovator in the microfinance industry in China. Tang Xia, CEO and co-founder of CredEx, has led the company through a number of profound business model innovations in response to external environment changes, which transformed the company from an offline, operation heavy micro lending company to an online, data driven FinTech company. This case describes CredEx’s business model transformation process since its founding and explores the drivers and challenges in different stages of business model innovation and transformation. Ultimately, the case highlights the key capabilities needed to digitize a traditional finance business as well as the organizational changes needed to enable the digitization.

Faculty & Research

Mental Accounting and Small Windfalls: Evidence from an Online Grocer

Abstract

Citation:

About the Author

More from the Author