Beschreibung:
Objective: This study maps the scientific production on the influence of Mental Accounting bias in decision-making processes in order to understand the intellectual structure of research on the subject. Theoretical Framework: Since Thaler developed the concept of mental accounting in the 1980s, it has been widely used by economics, finance and marketing literature to investigate its influence on decision-making processes related to investment and consumption. Methods: The methodology used consists of an exploratory-descriptive approach carried out through bibliometrics. Results: The results reveal works with global and local relevance, most prominent authors and countries today, and reinforce that the Kahneman, Tversky and Thaler studies are seminal works with great impact for the study of the subject. Reveal key current and trending research topics. The analysis of the bibliographic coupling showed 5 research clusters, which can serve as a reference and starting point for future research. Conclusions: The study revealed that “mental accounting” has a strong impact on behavioral finance and has been widely applied in research in other areas of economic knowledge, mainly in the field of Marketing, to investigate its influence on consumer choice