EXAMINING THE IMPACT OF MENTAL ACCOUNTING ON THE INVESTMENT DECISIONS IN THE TEHRAN STOCK EXCHANGE

Abstract

Since in the present research the examining the impact of mental accounting on the investment decisions in the Tehran Stock Exchange. The research method is descriptive – correlative. Correlative research is used for two purposes: Study impact of mental accounting on the investment decisions, and predicting one variable based on another. The population of the study was all company that listed in Tehran Stock Exchange and people how bought company’s shares or intend to buy it. According to Cochran sampling, the sample size of this research was set at 126 that selected simple sampling method. To gathering of data, we used a questionnaire. All the reliability and validity of measures has examined. Questionnaires reliability was estimated by calculating Cronbach’s Alpha; it was 0.796. To examine relation between independent variables and dependent variables in all hypothesis, Spearman correlation coefficient were used. Findings shows that there is a negative significant relationship between mental accounting and decisions of investors, assessments of financial activities, assessments of financial dictions. And also, there is not significant relationship between mental accounting and resource allocations.