Application of mental accounting (from theory to action)

Many studies have proven the irrational performance of people in the investment and financial issues. Most economic theories are built on the basis that people act reasonably in the face of economic events and all information contained in the investment process are considered. This assumption is the basis of the efficient market hypothesis. But researchers are questioning the fundamental premises،and seized documents that reflects the lack of rational behavior in investments. Seems that choice theory with mental accounting can explain this change of status. In this study،after presents the framework of mental accounting theory،objective applications of mental accounting in the field of financial reporting are placed under scrutiny. So that its objective applications by users of financial information،accounting standards drafters and preparers of financial statements and financial reports are examined.