APPLICATION OF MENTAL ACCOUNTING TO SELECTED ASPECTS OF CONSUMER BEHAVIOR
Aplikácia mentálneho účtovníctva na vybrané aspekty spotrebiteľského správania
Published: 12.12.2024
https://doi.org/10.24040/aap.2024.21.2.77-90
Abstract: This study explores mental accounting by integrating behavioral economics and accounting principles to understand consumer decision-making. It introduces a novel framework based on double-entry accounting principles, drawing from accounting standards, to visualize mental accounting processes and mitigate heuristic-driven biases. Theoretical insights synthesize classical and modern literature, highlighting heuristics as both enablers and sources of cognitive bias. Empirical analysis demonstrates how these biases influence decision-making and validates the framework’s utility in identifying and mitigating irrationalities. By adopting an accounting perspective, consumers can rationalize financial decisions more effectively. The findings advance behavioral economics, offering practical tools to enhance decision-making under uncertainty and suggesting paths for future research.
Keywords: mental accounting, consumer behavior, accounting standards
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How to cite:
TANČÁK, M. and KRIŠTOFÍK, P. Application of mental accounting to selected aspects of consumer behavior. Acta aerarii publici. Online. vol. 21 (2024), no. 2, pp. 77 – 90. Available from: https://doi.org/10.24040/aap.2024.21.2.77-90. [accessed YYYY-MM-DD].