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Behavioral Economics for Dummies

A guide to the study of how and why you really make financial decisions While classical economics is based on the notion that people act with rational self-interest, many key money decisions?like splurging on an expensive watch?can seem far from rational. The field of behavioral economics sheds light on the many subtle and not-so-subtle factors that contribute to our financial and purchasing choices. And in Behavioral Economics For Dummies, readers will learn how social and psychological factors, such as instinctual behavior patterns, social pressure, and mental framing, can dramatically affect our day-to-day decision-making and financial choices. Based on psychology and rooted in real-world examples, Behavioral Economics For Dummies offers the sort of insights designed to help investors avoid impulsive mistakes, companies understand the mechanisms behind individual choices, and governments and nonprofits make public decisions. A friendly introduction to the study of how and why people really make financial decisions The author is a professor of behavioral and institutional economics at Victoria University An essential component to improving your financial decision-making (and even to understanding current events), Behavioral Economics For Dummies is important for just about anyone who has a bank account and is interested in why?and when?they spend money.
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Table of Contents

Introduction 1 Part I: Introducing Behavioral Economics: The Science of Making Real-World Choices 7 Chapter 1: Decoding Behavioral Economics 9 Chapter 2: Getting Real about Assumptions 19 Chapter 3: Neuroeconomics: Exploring the Brain for Economic Analysis 41 Chapter 4: Why Incentives and Markets Matter, but Money Isn?t Everything 65 Part II: Understanding Choice 89 Chapter 5: Exploring the Limits to Free Choice 91 Chapter 6: Quick and Simple Heuristics and Real-World Decision Making 107 Chapter 7: How the Framing of Choices Affects Decision Making 131 Chapter 8: How Norms, Peers, History, and Culture Influence Choice 153 Chapter 9: Why Gender, Children, and Age Matter for Economic Analysis 167 Part III: Growing the Economic Pie: The Economic Importance of Ethics, Well-Being, and Culture 181 Chapter 10: Why Smart People Pay Taxes, Recycle, and Even Break the Law 183 Chapter 11: Labor Supply in the Real World 197 Chapter 12: The Black Box of the Firm: Human Relationships and Productivity 215 Chapter 13: The Good Economy: How Ethical Behavior Can Grow the Economy 229 Chapter 14: Why Institutions Matter 243 Part IV: When Bubbles and Busts and Inefficiencies Are Possible: Some Behavioral Insights into the Strange World of Economic Reality 257 Chapter 15: Deciphering Behavioral Finance 259 Chapter 16: Looking into Recessions and Depressions 275 Chapter 17: The Art and Science of Happiness: Can You Be Happy without More Money? 291 Part V: The Part of Tens 309 Chapter 18: Ten (Or So) Key Public Policy Implications of Behavioral Economics 311 Chapter 19: Ten (Or So) Experiments in Behavioral Economics 321 Chapter 20: Ten Decision-Making Lessons from Behavioral Economics 333 Index 341

About the Author

Morris Altman , PhD, is a professor of behavioral economics at Victoria University of Wellington in New Zealand and a professor of economics at the University of Saskatchewan in Canada. He is on the board of the Society for the Advancement of Behavioral Economics and is a former president of that organization. He also edited the Handbook of Contemporary Behavioral Economics .

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