TEMPORAL DIMENSION OF THE FRAMING EFFECT IN TOPICAL MENTAL ACCOUNTING
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The present study examines the role of the temporal dimension of mental topical account. Based on J.J. Freyd's (1987) assumption about the temporal dimension of a mental representation a temporal variable was introduced into a topical account paradigm (Tversky, Kahneman, 1981). The temporal variable includes the time mode (past, present and future) and the temporal distance. A study has been made of the sensitivity of mental accounting to manipulations of its temporal parameters. The classical framing effect (Kahneman, Tversky, 1984) was found for the present and future time modes. For the past time mode a complete elimination and even inversion of framing effect appear. Depending on the time mode there are different temporal processes influencing mental topical account. In the future time mode topical account is influenced by the inhibiting 'zero-probability barrier'. Two other temporal processes predefine topical account in the past time mode: a) aging of a proposition of a price reduction and b) the past openness, which extends the relevance of a proposition from the past up to the present time moment.
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