Personality And Mental Account: Research In Chinese Cultural Background

What is a decision? It looks like we went on a fork, want to choose one way to achieve our goal, or to avoid unpleasant result. Someone think that the decision is the process of raising problems, analyzing problems and solving problems, some think that selecting the best scheme from alternatives. Others think it is for emergency decision under uncertainty, this kind of event is unprecedented, and did not follow laws, so cannot make decisions according to the perfectly rational. the more complicate the social life is, the more diverse we face, because of personal motivation, emotion, attribution and previous experience, make the behavior of the "bounded rationality".In this paper based on Chinese culture background, from the perspective of "mental accounts" consider the individual differences of individual decisions about money, in order to explore the relationship between personality and mental accounts.On the basis of reading a large number of literature in the recent 20 years, using method of questionnaire to survey the big five personality, the circumstance such as the doctrine of Zhong Yong thinking style in college students in southwest region of Shandong. After screening of 377 questionnaires, 314 is useful. Using SPSS20.0 statistical analysis get the following conclusions:1.rural college students’ neuroticism score, multiple thinking score were higher than urban students; College students’ harmony open city score the doctrine of the mean scores were higher than rural students; Women’s scored agreeableness, integrating thinking score were higher than male; Family economic income of the most high openness, extroversion and the flexibility of mental accounts were higher than household income incurred; On personal account of the high consumption of college students mental flexibility than individual month low consumption of college students.2.The big five personality and mental accounts have feature relationship. Dimension of the sense of responsibility and mental accounts of alternative, the psychological budget are related, and negatively related to the flexibility; Dimension of openness and flexibility are related, openness, the higher the score, mental accounts and the stronger flexibility; The dimension of neuroticism and psychological account of alternative, the psychological budget negative correlation.3.The big five personality and the doctrine of the mean thought was significantly associated with overall. Among them, agreeableness dimension, responsibility dimension significantly correlated with the doctrine of Zhong Yong thinking style all dimensions; The openness dimension, extroversion dimension is correlated with the doctrine of the mean thought all dimensions.4.The doctrine of Zhong Yong thinking style and mental accounts each feature. The doctrine of Zhong Yong thinking style were not associated with each dimension and the flexibility of mental accounts, low positive correlation with the alternative, psychological budget.5. Zhong Yong thinking style plays an intermediary role for the characteristics of the big five personality. The doctrine of Zhong Yong thinking style in the sense of responsibility, extroversion and partial intermediary effect between psychological account features.6. The big five personality expenditure structure and control mode of different sources of income. Whatever the source of income, the sense of responsibility this dimension all have the same effect on the control mode, agreeableness of accident and normal revenue control mode has significant difference.7.The man who got a high score of responsibility have investment consciousness, they tend to put money on fixed expenses.According to the result, reveals peoples’ different consumption view and the influence of personality factors on the mental accounts.