The House Money Effect: Why "Easy" Money Feels Different
In behavioral finance, not every dollar is considered equal, even when it is of the same numerical value. One of the most salient examples of this phenomenon is the House Money Effect, a mental bias that leads individuals to take more risks with funds they feel are "won" or "freely obtained." This mental aberration borrows its name from gambling, where individuals tend to be more likely to make riskier bets with winnings they feel came from "the house" (i.e., the casino), as opposed to their own hard-earned money. But this phenomenon isn't exclusive to casinos—it reappears in stock markets, business investments, and even individual spending choices. Understanding the House Money Effect At its core, the House Money Effect refers to the tendency for people to be more risk-seeking with profits, bonuses, or unexpected windfalls than they are with money they earned through labor or effort. Psychologically, this “free” money is perceived as less valuable, ...