SUHAIL, H. THE PRICE OF PERCEPTION: MENTAL ACCOUNTING AND MARKET-LEVEL IMPACTS IN RETAIL. RMUTT GLOBAL BUSINESS ACCOUNTING AND FINANCE REVIEW, Pathum Thani, Thailand, v. 10, n. 1, p. 112–122, 2026. DOI: 10.60101/gbafr.2026.279948. Disponível em: https://so01.tci-thaijo.org/index.php/GBAFR/article/view/279948. Acesso em: 16 sep. 2026.