Behavioral Economics: The Basics

Description

Behavioral economics is everywhere – whether used by governments to shape our judgement and decision making, advertisers and marketers to sell products, or even politicians to sell policies, its insights are important and far-reaching. Behavioral Economics: The Basics is the first book to provide a rigorous yet accessible overview of the growing field that attempts to uncover the psychological processes which mediate all the economic judgements and decisions we make. In seven accessible chapters, the book answers questions like: What is behavioral economics? How does it help us to understand economic behavior? What does it tell us about how people form judgements and make decisions in their private and public lives? What does it tell us about the psychological nature of financial catastrophes that afflict our economic system? With recommended further readings throughout, Behavioral Economics: The Basics is essential for all students taking courses in behavioral economics, economic psychology, consumer psychology, microeconomics and game theory, and also for professionals looking for an accessible introduction to the topic. Cover......Page 1 Title......Page 6 Copyright......Page 7 Contents......Page 8 Preface......Page 10 1 What is behavioral economics and why is it important?......Page 12 2 The ascent and dissent of economics......Page 40 3 ECON: homo economicus......Page 70 4 HUMAN: more Homer (Simpson) than homo economicus......Page 100 5 Manners, monkeys and moods......Page 130 6 Nudge: whys, ways and weasels......Page 160 7 Sell! Behavioral science of the commercial (and political) world of persuasion......Page 190 Glossary......Page 224 References......Page 240 Index......Page 254