Behavioral Economics: A Thrilling Branch of Economics

Author: Dong Zhiyong
Publisher:
Publish Date: 2005-10-01
Features: Behavioral economics is a practical field of economics that organically combines behavioral analysis theory with economic operation principles, psychology, and economic science. It aims to identify errors or omissions in current economic models and subsequently correct the shortcomings of mainstream economics' fundamental assumptions about human rationality, self-interest, complete information, utility maximization, and preference consistency. This book closely integrates behavioral economic theory with the actual practices 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 these behaviors. The analytical methods and conclusions of this book hold significant reference value and guiding significance for both "limited rationality" individuals in daily life and dedicated entrepreneurs.