The theoretic production of mental accounting was non-fungibility and the especial mental arithmetic.

Behavioral and physiological factors mainly contributed to concentration of medical care seeking,which included reference choice and preference reversals,loss averse and risk reduction,framing effect and heuristic bias and mental accounting et al.

Then the framing dependence in stock market in china was researched,and the result showed that the investors in China behave have also the framing dependence which is an important characteristic of mental accounting.

A Study on BPT with Tow Mental Accounts Based on Markov Chain;

It s studied for improving the traditional behavioral portfolio theory (BPT) by dealing with weights of investors multiple mental accounts.

In chapter three, the author analyse entrepreneurs\' innovation behaviors using endowment effect, mental account, framing effect and context effect.

Based on the behavior economics,it investigates the excrescent phenomenon of the health demand,and it reveals that people is not complete reasonable,mental account,risk aversion,framing effect,preference reversal,status quo bias etc.

Optimization of multi-product inventory based on QFD with multiple mental accounts;

Based on the behavioral portfolio theory, a programming model with chance constrains is proposed for the ISC bi-level distribution network with multiple mental accounts.

From the bounded rational viewpoint of decision-makers, behavioral finance theories are introduced into the risk optimization system of institutional investors, which are studied under multiple mental accounts.

Prospect theory and mental accounting theory provide new enlightenment for bundling pricing.

This paper presents two empirical researches: (1) Preferences for Prepayment in consumer decision-making behavior and its explained model, including researches of preferences for prepayment and "double-entry" mental accounting (2) Prospective accounting and coupling theory in "Double-entry" mental accounting.