This study explored the consumer cognitive difference in absolute savings and relative savings from the mental account perspective.

本论文从心理账户的角度入手，通过两项研究分析消费者对相对优惠与绝对优惠的感知差异。

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As behavior finance relaxes the assumption that investors, administrators are rational, it can make better explanation to the problem from self-control, regret aversion, mental account theory.

行为金融学理论认为，自我控制的需要、后悔厌恶心理以及心理账户的原因，使得投资者偏好现金股利而不是资本收益；

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Because in your mind you're putting tickets and cash in different mental accounts, the mental account "tickets" generates an emotional feeling and it changes my action — that I lost in that account.

因为在你的心里，你会把票和现金，归为两个不同的心理账户，票的那个账户“，产生了一种感性的情绪，这种情绪改变了我的行为-，让我觉得迷惑。”

youdao

Because in your mind you're putting tickets and cash in different mental accounts, the mental account "Tickets" generates an emotional feeling and it changes my action-- that I lost in that account.

因为在你的心里,你会把票和现金,归为两个不同的心理账户，票的那个账户“,产生了一种感性的情绪,这种情绪改变了我的行为-,让我觉得迷惑。

耶鲁公开课 - 金融市场课程节选

You might see him take the money he has won and put it in one pocket and put the money he brought with him to gamble that evening (yet another mental account) into a different pocket.

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But when they were given the option to invest in their own company's stock, they allocated more than 40% of their money to company stock and divided the rest equally between stocks and bonds--meaning that almost three-fourths of their portfolio was now in equities, simply because they put their own company's stock in a different mental account than other equity investments.

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In response the government's chief scientific adviser, Professor John Beddington, said mental capital could be likened to a bank account of the mind.

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