Mental Accounting Prospect Theory Consumer Ecosystem Consumer Preference Contigency, Gambling Instict Customer Markets Dipole, Pain, Pleasure, Gains Economic Outflows And Inflows Empathy Expected And Unexpected Losses Fairness Hedonic Efficiency Hedonic Equilibrium Labor Markets Loss Aversion Losses Need To Survive Non-Fungibility Of Money Pain Pseudo-Rationality Reciprocity Segragration Of Gains And Losses Social Preferences