行動経済学というと従来の典型的な経済学とは異なる比較的新しい学際研究の一分野のような印象を受けます。しかし心理学と経済学はもともと一体のものでした。人の経済的選択・行動の背景を分析すれば、私たちが何によって動機づけられ衝動買いしたり貯金をしようとあがくのか、あるいは商店が消費者の心理を操り得るのかを理解できます。資本主義的大量消費社会について考えるヒントを与えてくれる一冊です。
 

• Introduces the field of behavioural economics, analysing the motivations behind economic decisions
• Shows the relevance of behavioural economics to our own lives and everyday economic and financial problems
• Considers some of the mistakes that we make in our everyday decision-making, and the models that behavioural economists use to analyse our risky choices
• Explores the influence of short-termism, impatience and the related problem of procrastination on our economic behaviour, and also personality, mood and emotions, and happiness and wellbeing

 
Traditionally economists have based their economic predictions on the assumption that humans are super-rational creatures, using the information we are given efficiently and generally making selfish decisions that work well for us as individuals. Economists also assume that we're doing the very best we can possibly do - not only for today, but over our whole lifetimes too. But increasingly the study of behavioural economics is revealing that our lives are not that simple. Instead, our decisions are complicated by our own psychology. Each of us makes mistakes every day. We don't always know what's best for us and, even if we do, we might not have the self-control to deliver on our best intentions. We struggle to stay on diets, to get enough exercise and to manage our money. We misjudge risky situations. We are prone to herding: sometimes peer pressure leads us blindly to copy others around us; other times copying others helps us to learn quickly about new, unfamiliar situations. 

This Very Short Introduction explores the reasons why we make irrational decisions; how we decide quickly; why we make mistakes in risky situations; our tendency to procrastination; and how we are affected by social influences, personality, mood and emotions. The implications of understanding the rationale for our own financial behaviour are huge. Behavioural economics could help policy-makers to understand the people behind their policies, enabling them to design more effective policies, while at the same time we could find ourselves assaulted by increasingly savvy marketing. Michelle Baddeley concludes by looking forward, to see what the future of behavioural economics holds for us.