Behavioral economics

Author: Dong Zhiyong
Publisher:
Publish Date: 2005-09-17
Features: Behavioral economics is an emerging interdisciplinary field that has emerged in response to the needs of the time. It reduces the self-interested, rational "economic man" in mainstream economics to easily make mistakes, naive people, generous men and women, diverse preference consumers, and crazy gamblers, as well as overconfident CEOs. Its rise challenges the fundamental theoretical premises of mainstream economics while also complementing, expanding, and refining its theories. As one of the first books in China to introduce behavioral economics nationwide, this book not only elaborates on the latest theories of behavioral economics both domestically and internationally, but also conducts empirical research on the behavioral patterns of people participating in various economic activities through a large number of domestic and international experiments. It analyzes the internal and external factors that influence people's behavior, providing significant reference value and guidance for business managers to make optimal decisions. Behavioral economics is a practical field of economics that combines behavioral analysis theory with economic operation laws, psychology, and economic science to identify errors or omissions in current economic models. It then corrects the shortcomings of mainstream economics' basic assumptions about human rationality, self-interest, complete information, utility maximization, and preference consistency. This book closely integrates behavioral economic theory with the practical realities of Chinese enterprises. Through extensive domestic and international experiments, it conducts in-depth research on the behavioral patterns of "limited rationality" individuals participating in various economic activities and the internal and external factors behind them. Its analytical methods and conclusions hold great reference value and guidance significance, whether for "limited rationality" individuals in daily life or for diligent entrepreneurs.