@article{2017,title={Mental Accounting and Consumer Choice in Prıce Perception},abstractNode={Deciding between the alternatives is a common problem for consumers. Consumers, by evaluating the alternatives, try to choose the most reasonable option for themselves in the decisionmaking process. This study is carried out to determine whether the effect of loss, discount effect and reference price effect take place in the consumers’ decisions or whether they make mental accounting. This research is applied research and descriptive scanning model is used. A questionnaire was used for data collection. In the questionnaire form, scenarios were created to understand whether consumers are doing mental accounting. In this way, it is intended that consumers feel themselves in the matter being investigated. The questionnaire forms were applied both face to face and online, covering the different cities of Turkey. As a result of the application, a total of 1012 valid questionnaires were obtained. The data from the questionnaires were analyzed in the SPSS 20.0 program. As a result of analyzing the statistics, it was seen that consumers made mental accounting while making decisions and shaped their decisions accordingly. It was also found that there were significant differences between consumers' demographic characteristics and mental accounting end result. The results of this study are expected to benefit especially from retailers.},author={Yavuz AKÇİ},year={2017},journal={Journal of Academic Value Studies (JAVStudies)}}