| Summary: | 碩士 === 國立中正大學 === 企業管理所 === 96 === Mental accounting principle (i.e. violations of fungibility) for different accounts are involved a third factor, proportional bias, to differ the scenarios in experiments. Prices are stated with lower, higher or no proportional reference frames (i.e., Condition $500/$30,000 = lower proportional reference frame, Condition $500/$3000 = higher proportional reference frame, Condition $500=no proportional reference frame).In our research, we suggest that proportional frame will be supposed to alter consumers’ behavior and the proportional bias will be produced .First, when consumers perceive a lower proportional reference frame, the different mental accounts will be significantly fungible. Second, when consumers perceive no proportional reference frame, the different mental accounts will be significantly non-fungible. As a result, proportional bias plays an important role to influence consumers’ behavior in mental accounting.
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