Howard S. Danford
July 31, 2021
In recent years, attention to behavioral economics has been increasing. This book explains the essence of behavioral economics in an easy-to-understand manner with illustrations.
Traditional economics has viewed humans as emotionless creatures that pursue only gain. However, in reality, human beings are emotionally influenced and may behave irrationally. In behavioral economics, studies are being conducted to elucidate the principles behind these behaviors.
Since I am taking up familiar cases around us, I hope that you will soon understand the theory and terminology of behavioral economics.
【From the content introduction】
【Table of Contents】
Chapter I: What Is Behavioral Economics?
Chapter II: Heuristics
Chapter III: Prospect Theory
Chapter IV: Framing
Chapter V: Preference Reversals
Chapter VI: Money and Fairness