Behavioral Economics : The Basics
249 p. 20 cm
This is the book to provide a rigorous yet accessible overview of behavioral economics, a growing field that attempts to uncover the psychological processes which mediate the economic decsions we make.
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.
Table of Contents
Preface Chapter 1: What is Behavioral Economics and Why is it Important? Chapter 2: The Ascent and Dissent of Economics Chapter 3: ECON: Homo Economicus Chapter 4: HUMAN: More Homer (Simpson) than Homo Economicus Chapter 5: Manners, Monkeys and Moods Chapter 6: Nudge: Whys, Ways and Weasels Chapter 7: Sell! The Commercial (and Political) World of Persuasion Glossary Select bibliography Index