A study of consumer behavior and consumer surplus: from the mental accounting perspective

Consumer behavior studies that solve consumer problems are sophisticated and complex and require a thorough understanding of the market. In this study, we aim to explore new possibilities in consumer behavior based on the findings of behavioral economics. First, we recruited subjects and used the technique of experimental economics to confirm the consumer surplus mechanism based on the conventional theory of economics. Then, we introduced Thaler’s (1999) concept of mental accounting, to observe changes in consumer behavior and consumer surplus. Finally, from the experimental results, we suggest new possibilities from a behavioral economics perspective. We hope that this study will contribute to future consumer behavior research.