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Mental Accounting in "It Doesn't Count If"

by Charity-Joy Acchiardo

In a commercial intended to help boost sales for KFC, comedian Jenny Bede acts out the kind of guilty pleasure one can indulge in without using up the calorie budget ("if it’s only half", "if it’s tiny", "if you’re sharing", etc). The clip can be considered as an example of mental accounting, which contends that individuals classify personal resources in different mental envelopes and therefore are prone to irrational decision-making in their spending and investment behavior. While all calories count, no matter when or how they are consumed, putting some calories in the mental accounts suggested by the clip, leads to more calorific choices than if all calories were to be placed into a single fungible account with no labels.

Mental Accounting in "It Doesn't Count"

Comedian Jenny Bede acts out the guilty pleasures one can indulge in without using up the calorie budget - an example of mental accounting, which contends that individuals classify personal resources in different mental envelopes.

from It Doesn't Count If (2012)
Creator: KFC
Distributor: YouTube
Posted by Charity-Joy Acchiardo
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