(I)racionalnost potrošača u sklopu bihevioralne ekonomije kao segment mentalnog računovodstva

Abstract

Behavioural economics is a branch of economics to which we today give more and more attention, because in markets, the main subjects are consumers, who behave totally opposite to classical economic theory model, because they are irrational in their decision making. In this paper, irrationality of consumers will be presented most through mental accounting, another branch of behavioural economics. Moreover, through irrationality,  the classical economic theory and modern psychological theory of consumer behaviour will be compared, as well as segments as prospect theory and framing effect, money spending, and how people compare gains and losses. The main purpose of this paper is to show that humans are imperfect, which reflects on their behaviour as they are accountants in their own mental calculations.