Mental Accounting and Loan Choice: Evidence from a Social Media Survey

 Date: TBC

Abstract

We conduct a survey through social media platforms in Vietnam to examine what personal characteristics impact mental accounting behaviour in consumer loan choice. We find that older (>40 years), female and higher educated individuals in Vietnam are more likely to conduct mental accounting in their borrowing decisions. The finding helps lenders to establish alternative creditworthiness indicators and customise loan products in emerging markets.

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