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This website mental-accounting.behaviouralfinance.net had the following in the homepage, "An economic concept established by economist Richard Thaler, which contends that individuals divide their current and future assets into separate, non-transferable portions." Our analyzers viewed that the webpage stated " The theory purports individuals assign different levels of utility to each asset group, which affects their consumption decisions and other behaviors." The Website also said " Thaler 1980 and Kahneman, Knetch and Thaler 1991." The website's header had mental accounting as the most important search term. It is followed by Thaler, behavioural finance, and behavioral finance which isn't as highly ranked as mental accounting.