Misbehaving: The Making of Behavioral Economics

摘要: Nobel laureate Richard H. Thaler has spent his career studying the radical notion that central agents in economy are humans-predictable, error-prone individuals. Misbehaving is arresting, frequently hilarious account of struggle to bring an academic discipline back down earth-and change way we think about economics, ourselves, and our world. Traditional economics assumes rational actors. Early research, realized these Spock-like automatons were nothing like real people. Whether buying a clock radio, selling basketball tickets, or applying for mortgage, all succumb biases make decisions deviate from standards rationality assumed by economists. In other words, misbehave. More importantly, misbehavior serious consequences. Dismissed at first economists as amusing sideshow, study human miscalculations their effects on markets now drives efforts better lives, businesses, governments. Coupling recent discoveries psychology with practical understanding incentives market behavior, enlightens readers how smarter increasingly mystifying He reveals behavioral economic analysis opens up new ways look everything household finance assigning faculty offices building, TV game shows, NFL draft, businesses Uber. Laced antic stories Thaler's spirited battles bastions traditional thinking, singular into profound foibles. When meets psychology, implications individuals, managers, policy makers both entertaining. Shortlisted Financial Times & McKinsey Business Book Year Award