Behavioral economics
- Predavanje 30
- Vježbe 30
- Samostalni rad 120
Naziv predmeta
Behavioral economics
Tip predmeta
Obligatory
Oznaka predmeta
22-04-500
Semestar
1
ECTS
6
Nastavnici i suradnici
Sadržaj i cilj
The objectives of this module is to enable students to:
• learn the foundations of behavioral economics and its relationship to traditional economics,
• interpret the fundamental constructs of behavioral economics and their impact on human behavior in different areas of action.
Marketing is a part of economics, and behavioural economics is an important part of economic knowledge. Traditional economic models do not capture some behavioural aspects that are captured with the field of behavioural economics. It is especially important for decision-making and buying decisions, therefore it represents one of the core modules of this programme.
It is important for students and future marketing experts to gain the knowledge about human behaviour, which contributes to better marketing and business decisions. Regardless of the field of activity (private companies, public services, non-profit organizations, business organizations, etc.), knowledge of the constructs of behavioural economics and their impact on human behaviour helps to create better business decisions, but also to find good methods for the implementation of these decisions. All constructs and problems are illustrated with real examples, as well as through an analysis of recent research and the insights gained by that research.
Literatura
Essential reading:
1. Just, D.R. (2013) Introduction to Behavioral Economics. [s.l.] Wiley.
Recommended reading:
1. Camerer, C.F. (2003) Advances In Behavioral Economics. [s.l.] Princeton University Press.
2. Kahneman, D. (2013) Thinking, Fast and Slow. New York: Farrar, Straus and Giroux.
Further reading:
1. Ariely, D. (2010) Predictably Irrational. New York: Harper Perennial.
2. Kahneman, D. and Tversky, A., (1979) ‘Prospect Theory: An Analysis of Decision under Risk’. Econometrica. 47(2), p263-292.
3. Kahneman, D. (2003) ‘Maps of Bounded Rationality: Psychology for Behavioral Economic’. The American Economic Review. 93(5), p1449-1475.
Minimalni ishodi učenja
- Identificirati područja kojima se bavi bihevioralna ekonomija te njezin razvoj.
- Protumačiti osnovne koncepte bihevioralne ekonomije.
- Procijeniti elemente na kojima se temelje donošenje odluka i teorija očekivanog izbora.
- Objasniti ponašanja ljudi i osnove neuroekonomije.
- Procijeniti utjecaj znanja o bihevioralnoj ekonomiji na poslovne organizacije i organizacijsko ponašanje.
- Procijeniti kako javne politike mogu utjecati na donošenje odluka i ponašanje pojedinca.
- Ocijeniti novija istraživanja i uvide u području bihevioralne ekonomije.
Željeni ishodi učenja
- Protumačiti osnove bihevioralne ekonomije i područja njezine primjene.
- Protumačiti utjecaj osnovnih koncepata bihevioralne ekonomije na ljudsko ponašanje.
- Kritički raspraviti kako osnovni koncepti bihevioralne ekonomije utječu na proces donošenja odluka i izbore pojedinca.
- Odrediti razloge određenog ponašanja pojedinca s obzirom na ekonomski kontekst.
- Procijeniti organizacijske odluke u kontekstu bihevioralne ekonomije.
- Objasniti utjecaj javnih politika na donošenje odluka i ponašanje pojedinca.
- Kritički procijeniti novija istraživanja u području bihevioralne ekonomije.