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Behavioural Economics - Psychology, neuroscience, and the human side of economics (Paperback)
Loot Price: R267
Discovery Miles 2 670
You Save: R63
(19%)
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Behavioural Economics - Psychology, neuroscience, and the human side of economics (Paperback)
Series: Hot Science
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List price R330
Loot Price R267
Discovery Miles 2 670
You Save R63 (19%)
Expected to ship within 9 - 15 working days
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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?
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