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Journals / Journal of Research in Business / 2019 / Cilt: 4 - Sayı: 1

MENTAL ACCOUNTING AND RISK PERCEPTION IN THE CONTEXT OF BEHAVIORAL FINANCE: AN EMPIRAL EVIDENCE IN MARMARA UNIVERSITY

Meltem ULUSAN POLAT
Levent POLAT
Pages
18–34
Publication Date
2019-06-30
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings reveal that mental accounting has an impact on risk perception.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Since behavioral attitudes started to prevail consuming and investment-based decisions of individuals, mental coding of gains and losses using the value function of prospect theory is studied intensively by Thaler (2008).
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Key Findings & Data:The process, namely mental accounting, is the set of cognitive operations used by individuals and households to organize, evaluate, and keep track of financial activities.
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Conclusion & Impact:The findings reveal that mental accounting has an impact on risk perception.
🔬Design:Research Article
📍Scope:2008 Verileri
⚙️Variables:Zihinsel Muhasebe · Risk Algısı · Fayda ve Maliyet

Abstract

Since behavioral attitudes started to prevail consuming and investment-based decisions of individuals, mental coding of gains and losses using the value function of prospect theory is studied intensively by Thaler (2008). The process, namely mental accounting, is the set of cognitive operations used by individuals and households to organize, evaluate, and keep track of financial activities. The scope of this study is analyzing the behaviors of academicians in context of mental accounting and risk-based components. The sampling frame of the study involves academicians from the Faculty of Business Administration at Marmara University, Istanbul. The findings reveal that mental accounting has an impact on risk perception. Furthermore, it is seen that risk perceptions of academicians in terms of financial instruments differ among demographic variables.

Özet

Günümüzde, davranışsal tutum bireylerin tüketim ve yatırım kararlarına hâkim olmaya başladığından, Thaler (2008), Beklenti Teorisi’ndeki değer fonksiyonunu kullanarak kazanç ve kayıpların zihinsel kodlaması üzerinde yoğun olarak araştırmalar yapmıştır. Zihinsel muhasebe olarak isimlendirilen bu süreç, bireylerin ve hane halkının finansal aktivitelerini organize etmek, değerlendirmek ve takip etmek için kullandığı bir dizi bilişsel operasyondan oluşmaktadır. Bu çalışmanın amacı, zihinsel muhasebe ve risk bazlı bileşenler kapsamında akademisyenlerin davranışlarını analiz etmektir. Çalışmanın örneklemini Marmara Üniversitesi İşletme Fakültesi akademisyenleri oluşturmaktadır. Çalışmanın bulguları, zihinsel muhasebenin risk algısı üzerinde etkisi olduğunu ortaya çıkartmıştır. Ayrıca, akademisyenlerin, finansal araçlar üzerindeki risk algılarının demografik değişkenler arasında farklılık gösterdiği de görülmüştür.

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Cite This Article

POLAT, M. U., POLAT, L. (2019). MENTAL ACCOUNTING AND RISK PERCEPTION IN THE CONTEXT OF BEHAVIORAL FINANCE: AN EMPIRAL EVIDENCE IN MARMARA UNIVERSITY. Journal of Research in Business, Cilt: 4 - Sayı: 1, 18–34. https://ajindex.com/articles/778488

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