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Bachelor thesis deals with the influence of the mental accounting on economical behaviour, especially in the context of the covered co-gnitive styles and personality traits. The thesis is divided into litera-ture review part and empirical part. In the first chapter of the litera-ture review, the key aspects of the mental accounting and its relati-ons to the microeconomic and psychological concepts, such as the prospect theory, categorization or self-control, are presented. Cogn-tive styles, personality traits and their effect on the mental accouting are discussed in detail in the following sections, forming a theoreti-cal basis for the empirical part. In the latter, we design an experi-ment which could possibly enable scientific verification of some of the discussed theoretical aspects presented in the literature review part. Powered by TCPDF (www.tcpdf.org) |
