Please note: In order to keep Hive up to date and provide users with the best features, we are no longer able to fully support Internet Explorer. The site is still available to you, however some sections of the site may appear broken. We would encourage you to move to a more modern browser like Firefox, Edge or Chrome in order to experience the site fully.

Behavioural Economics : Psychology, neuroscience, and the human side of economics, Paperback / softback Book

Behavioural Economics : Psychology, neuroscience, and the human side of economics Paperback / softback

Part of the Hot Science series

Paperback / softback

Description

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?

Information

£8.99

£7.05

 
Free Home Delivery

on all orders

 
Pick up orders

from local bookshops

Also by David Orrell   |  View all

Also in the Hot Science series   |  View all