Behavioural Economics: Psychology, neuroscience, and the human side of economics
2.600,00 د.ج
The controversial science that claims to have revolutionised economics.
For centuries, economics was dominated by the idea that we are rational individuals who optimise our own ‘utility’. Then, in the 1970s, psychologists demonstrated that the reality is a lot messier. We don’t really know what our utility is, and we care about people other than ourselves. We are susceptible to external nudges. And far from being perfectly rational we are prone to ‘cognitive biases’ with complex effects on decision-making, such as forgetting to prepare for retirement.
David Orrell explores the findings from psychology and neuroscience that are shaking up economics – and that are being exploited by policy-makers and marketers alike, to shape everything from how we shop for food, to how we tackle societal happiness or climate change. Finally, he asks: is behavioural economics a scientific revolution, or just a scientific form of marketing?
The controversial science that claims to have revolutionised economics.
For centuries, economics was dominated by the idea that we are rational individuals who optimise our own ‘utility’. Then, in the 1970s, psychologists demonstrated that the reality is a lot messier. We don’t really know what our utility is, and we care about people other than ourselves. We are susceptible to external nudges. And far from being perfectly rational we are prone to ‘cognitive biases’ with complex effects on decision-making, such as forgetting to prepare for retirement.
David Orrell explores the findings from psychology and neuroscience that are shaking up economics – and that are being exploited by policy-makers and marketers alike, to shape everything from how we shop for food, to how we tackle societal happiness or climate change. Finally, he asks: is behavioural economics a scientific revolution, or just a scientific form of marketing?
| Editeur |
|---|
Produits similaires
The 48 Laws Of Power
Some laws teach the need for prudence ("Law 1: Never Outshine the Master"), the virtue of stealth ("Law 3: Conceal Your Intentions"), and many demand the total absence of mercy ("Law 15: Crush Your Enemy Totally"), but like it or not, all have applications in real life.
Illustrated through the tactics of Queen Elizabeth I, Henry Kissinger, P. T. Barnum, and other famous figures who have wielded--or been victimized by--power, these laws will fascinate any reader interested in gaining, observing, or defending against ultimate control.
Seeing Voices: A Journey into the World of the Deaf
The Mind’s Eye
In Cold Blood
An alternate cover of this ISBN can be found here.
The Future of Geography
the new frontier, a wild and lawless place. It is already central to communication, economics, military strategy and international relations on Earth. Now, it is the latest arena for human exploration, exploitation – and, possibly, conquest. We’re heading up and out, and we’re taking our power struggles with us. China, the USA and Russia are leading the way.
From physical territory and resources to satellites, weaponry and strategic choke points, geopolitics is as important in the skies above us as it is down below. If you’ve ever wondered if humans are going back to the Moon, who will benefit from exploration or what space wars might look like, the answers are here.
With all the insight and wit that have made Tim Marshall the UK’s most popular writer on geopolitics, this gripping book shows how we got here and where we’re going, covering great-power rivalry; technology; commerce; combat in space; and what it means for all of us down here on Earth. This is essential reading on power, politics and the future of humanity.
