An Introduction to Behavioral Economics ペーパーバック – 2007/12/26
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'This book provides a superb introduction to the field of behavioral economics, suitable not only as an introductory text, but also as an entry-point for those desiring an engaging overview of the field. By providing his own unique and interesting perspective on the material he reviews, Wilkinson succeeds at the difficult task of holding the reader's interest while providing remarkably comprehensive coverage. This book will help readers to share in the excitement of those currently working in the field.' - Professor George Loewenstein, Carnegie Mellon University, USA 'This is a wonderful book that manages to be very timely and up-to-date, balanced, readable, and teachable. This is a major achievement in describing a fast-moving and controversial approach to expanding the scope of economics into its proper psychological foundation.' - Professor Colin F. Camerer, California Institute of Technology, USA 'Nick Wilkinson has done a commendable job covering a large body of theoretical, experimental and empirical research. Any student would benefit from this up-to-date introduction to this blooming field. Even specialists in the area would gain much from this textbook, which offers an impressively complete synthesis of thirty years' worth of research at the intersection of psychology andeconomics.' -Professor Simon Gaechter, University of Nottingham, UK 'An increasing number of economists believe that the futuredirection of economics is inextricably linkedwith insights derived from psychology and sociology.This book provides a clear and comprehensive introduction to this endeavour that serves toilluminate, educate and open one's mind to the possibilities.It successfully conveys both the insights and the sense of excitement generated from this growing body of research, and deserves a prominent place on the shelves of all economists and other social scientists.' -Dr Sanjit Dhami, University of Leicester, UK商品の説明をすべて表示する
I cannot comments on his choice of topics but each topic is handled elegantly. First he introduces the standard thinking within that are with leading researchers etc. Then he discusses the anomalities current theory does not cover well before he introduces the behavioral perspective. What impressed me the most was that it was not a "new borne" economics who communicates. It is apparent to the reader that behavioral economics does not replace economics but supplements it.
His use om mathematics which too often makes economics non accessible to lat people, is kept to a minimum. He the author is forced to use such language he is clever at explaining what is going on through great examples.
I am personally convinced that the field of behavioral economics will enrich marketing research and theory development. This book convinced me and sharpened my appetite for reading more