REVIEW: "Behavioral economics" - experiments with our rationality

"An intelligent person takes reasonable, balanced and informed decisions" - how often have you heard that phrase? "Adults are reasonable people do not do that" - says to a child, teenager or student of his (or her) parents. In fact, in 80% of cases, we act irrationally, without knowing it. The book, which is now on my desk - that is why we choose a particular course of action, we choose certain foods, things, places on the bus, the tickets for the match and the decision to purchase things.

About the book

Its author - Dan Ariely, a professor at the Massachusetts Institute of Technology- is not the first year engaged isledovanie behavioral patterns and characteristics of human behavior in economic and life decisions. His unconventional view on the psychology of human relations and the functioning of the economy did "Predictably Irrational" a bestseller: 30 language versions of books and millions of readers - the best proof. In Russian it entertaining journey into the world of the irrationality of our actions published in 2013 forces "Mann, Ivanov and Ferber."

Herself book reads quite easily and has many small stories and experimentsConducted by professors of different American universities among the students. It is through such experiments the author and his colleagues were able to find out why the tablet 5 USD seems to "effectively" a similar pill for 1 dollar (even if both tablets - only vitamin C); why beer vinegar tastes better if it did not disclose the recipe in advance; how many are willing to pay a ticket for a sports fan to the stadium; and why we buy things that we really do not need.

Important lessons "behavioral economics"

In our life model "comparative baits"Which is the first author of the studies in this book, it is found almost everywhere, but we are accustomed not to notice it and think that making a choice "unconsciously."

Our emotional perception and the presence of various distortions making attractive for purchase / implementation of even those options that were originally "unprofitable." for us

Knowing these characteristics, proivzoditelyam and entrepreneurs who want to learn a new segment of the market, is first to launch on the market two models of the goods or services: one - to the normal price, the other - with inflated. A higher price for a new product push buyers towards a new product with a "normal" value (even if the product is a completely new and unknown to the target audience).

Comparative value of salaries and financial well-being - a powerful psychological factor in public life.

Decision-making is often based on the imprinting of random factors, and not on logic. It is from here and there "in the statement of its own queue": so we get used to go "for coffee" at McDonald's or the coffee shop around the corner, even if initially we did not have this habit.

If you want to change the "price anchor" in the preferences of your customer, you should not adjust the price itself, and non-price factors that influence individual choices about the purchase.

Free goods "charge" things and services have the emotional energyWhich convinces us that we are "urgently needed" another free item.

Opportunity costs and the cost of our own timeWe spend in line for "free" - this is the real price offered us a "zero" value.

Policy and strategy of the company does not even realize how powerful a tool and "lever" of social control is they literally "under the nose." Change the life of society can not just passing laws, fines or penalties. Do you want people to do something on a regular basis and having fun? Make it free. This is true for regular visits to the doctor, and the procedure for processing transactions and goods at border crossings.

The level of dishonesty and deceitfulness increases as in the process of financial operations is included more and more "non-cash" intermediaries (Tokens, online accounts, virtual payment cards and other instruments). On the other hand, the modern economy is actively migrate toward cashless instruments and virtual means of payment. This conflict has yet to be eliminated, and financiers, and lawyers, and psychologists.

Who should read

• Students of economics, psychology, and law- a better understanding of the underlying driving forces in the adoption of micro- and macro-economic decisions.

• Marketers and advertisers - to explore the interesting examples of how the "works" in the perception of the consumer mind selling goods and services depending on the situation, context and other kinds of "free lunch."

• People who are interested in, what happens to the money 2 weeks prior to the salary and why so many "unexpected" expenses - in order to save the family budget, learn to think a head and not a purse and ensure themselves and their motives for certain purchases, costs and savings.

"Behavioral economics. Why do people behave irrationally and how to capitalize on it, "Dan Ariely

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