The mind of money: Mental accounting theory checks out

October 7, 2026 · 11:00 am 1 sources

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• The mind of money: Mental accounting theory checks out
  Phys.org · October 7, 2026 11:00
  When it comes to money, humans are not always rational. First introduced decades ago, the influential concept of mental accounting posits that consumers make decisions based on subjective accounts that diverge from objective financial values. For example, consumers perceive a $100 check for…