Behavioral economics : the basics

Table of Contents : 1. What is Behavioural Economics and Why is it Important? 2. Behavioral Economics in Retrospect: How and Why it Started 3. ECON: Homo Economicus 4. HUMAN: Homo Psychologicus 5. The Power of Social, Emotional, and Personality Factors 6. Nudge: Whys, Ways, and Weasels 7. Sell! Commercial and Political Persuasion

This book provides a concise overview of behavioral economics, a field that applies knowledge from the social sciences, particularly psychology, to elucidate economic behavior in practical contexts.This is a comprehensive and up-to-date book that explores the area of economics by examining the psychological processes that influence our economic judgments and actions. The book is written in a rigorous yet easily understandable manner, and includes relevant examples from current events. The book demonstrates how behavioral economics is grounded in historical (philosophical, political, and moral) concepts related to economics, and in a significant manner represents contemporary articulations of enduring critiques of conventional economics. This article compares the neoclassical economic viewpoint (ECON) with a more practical perspective (HUMAN), which acknowledges that economic agents are not flawless but strive to make the best decisions within their limitations and constraints.This is an extensive summary of the entire field, encompassing all the primary sections, presented in a thorough yet easy-to-understand manner. The book is particularly attractive to students, individuals with a keen interest in utilizing behavioral economic knowledge in their professional endeavors, and everyone curious about the pervasive influence of behavioral insights in their daily lives, often unnoticed.