ISSN 1671-3710
CN 11-4766/R

›› 2007, Vol. 15 ›› Issue (5): 727-734.

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Mental Accounting: Theory and the Application Inspiration

Li Aimei;Ling Wenquan   

  1. School of Management, Jinan University, Guangzhou 510632, China
  • Received:2007-05-10 Revised:1900-01-01 Online:2007-09-15 Published:2007-09-15
  • Contact: Li Aimei

Abstract: Mental accounting is a psychological process for individuals, households or corporations to code, organize, evaluate, and keep track of economic activities. It revealed the internal cognitive coding process on people’s economic decision-making. The theoretic production of mental accounting was non-fungibility and the especial mental arithmetic. The productions on application involved price consciousness, behavioral portfolio theory; behavior lifecycle hypothesis and mental budgeting. It would probe into the mental mechanism and cognitive rule of mental accounting based on more study methods in the future

Key words: mental accounting, non-fungibility, value function, editing rule

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