Abstract
A relatively new scientific discipline that finds its primary source in psychology, better known as behavioural economics, is attracting the attention of many authors. It is increasingly applied for the purpose of better understanding consumers, especially in decision making, including personal feelings and limitations in a realistic way. This paper aims to present a model of application of behavioural economics in the sectors of the creative industry. The creative industry has great potential in the role of regional development, accordingly the application of behavioural economy in its sectors can have a positive impact on the further development of the economy of the Republic of Croatia. The paper proposes a model for applying mental accounting to increase the number of visitors in the arts and culture sector to increase the attendance at events of projects funded by EU projects and which must be free.