Behavioral Economics For Dummies
Morris Altman
Wiley
<p><b>A guide to the study of how and why you <i>really</i> make financial decisions</b><p>While classical economics is based on the notion that people act with rational self-interest, many key money decisions--like splurging on an expensive watch--can seem far from rational. The field of behavioral economics sheds light on the many subtle and not-so-subtle factors that contribute to our financial and purchasing choices. And in <i>Behavioral Economics For Dummies</i>, readers will learn how social and psychological factors, such as instinctual behavior patterns, social pressure, and mental framing, can dramatically affect our day-to-day decision-making and financial choices.<p>Based on psychology and rooted in real-world examples, <i>Behavioral Economics For Dummies</i> offers the sort of insights designed to help investors avoid impulsive mistakes, companies understand the mechanisms behind individual choices, and governments and nonprofits make public decisions.<ul><li>A...