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

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