behavrioral economics

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1、BehavioralEconomics13LearningObjectivesAfterreadingthischapter,studentsshouldbeableto:}Describetheobjectivesandmethodsofbehavioraleconomics.}Summarize,interpret,andevaluateevidenceofsystematicdeparturesfromperfectrationality.}Explainwhysomeeconomistsarecallingf

2、ormodificationstothestandardtheoryofdecisionsinvolvingtimeanduncertainty.}Discusswhyitmaybeimportanttoaccountforsocialmotiveswhenanalyzingstrategicdecisions.}Describetheemergingfieldofneuroeconomicsandexplainwhatneuroeconomistshopetoaccomplish.arlyin2001,popiconB

3、ritneySpearssignedadealwithPepsiCoEtoserveasspokespersonforthecompanysproducts.PepsireportedlypaidSpearstensofmillionsofdollarsfortelevisioncommercialsandotherpromotionalactivities.ThecompanyclearlyexpectedSpearssadstoboostsalesbutwhy?Herendorsementpro-videdcon

4、sumerswithlittleifanyusefulinformation.TheycertainlydidntlearnanythingabouttheirownpreferencesforPepsi.Asithap-pens,theydidntlearnanythingaboutSpearsspreferences,either.Accordingtoreports,atechnicalridertothecontractforSpearss2000WorldTourrequiredpromoterstosto

5、ckherdressingroomwithCoke,andtabloidjournalistsperiodicallyspottedherwiththeprod-BritneySpearsservedasaspokespersonforPepsiCoproductsuct.Butadvertisingspeaksmoreoftenaboutpsychologythanaboutduring2001and2002.447ber00279_c13_447-492.indd447CONFIRMINGPAGES10/18/0

6、73:03:28PM448PartIIEconomicDecisionMakingsubstance.Spearssendorsementwasntintendedtoproveanything.Rather,inlinkingPepsitothepopstarinconsumersminds,thecompanyhopedtocreateapositiveimagebyassociation.Manyeconomistsseektogainabetterunderstandingofsuchphenomenabys

7、tudyingthepsychologyofdecisionmaking,afieldofinquiryknownasbehavioraleconomics.SomebehavioraleconomistsviewpsychologyasofferinganalternativetothestandardeconomictheoryofdecisionmakingdescribedinChapters3through12.However,mostbelievethateconomicsandpsychologyaref

8、undamentallycompatible.Thesescholarsuseinsightsfrompsychologytomodify,supplement,andenrichtheeconomicapproach.Muchlikethefieldofbehavioraleconomics,thischapterpresentsacollec