The Mental Accounting's Impact on the Individual Economy Decision

摘要

Mental accounting is a mental process that individuals , families or business group record, ccx^ classify and appraise the economic results psychologically, it reveals people's inner cognitive code when they are making economic decisions.Because of the existence of mental accounting,the individuals tend to deviate from the normal value judgement or computational rules unconsciously when they are making economic decisions.This article discusses how the mental accounting influences the individual economic decisions from consumption and investment, based on the analysis of machanism of mental accounting action to the decision of individual economy.