Identifying the Effect Factors of Mental Accounting for Portfolio Constructing by Innovative Investors Via Confirmatory Factor Analysis

This study has been done to identify factors affecting the mental accounting. The research population have formed faculty and students and capital market participants in Ardabil province. The number of population and samples were respectively 196 and 130. Delphi technique and Kendal Coefficient is used to analysis and for identifying the factors confirmatory factor analysis is used. Results showed that Anchoring and Adjustment, Availability bias (Accessibility), Confirmation Bias, Projection bias, Halo Effect, Market sentiment, Optimism Bias , Regret Theory, Disposition Effect, Pessimism Effect, Narrow Framing, Illusion of Control, Representativeness, Self-Deception, were factors affecting the mental accounting.