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How do you make decisions? What are some of the factors that influence your decision? How long does it take for you to decide something important? Are you able to make rational choices that best maximise your outcome based on the constraints that you have?
Behavioural economics is all about how people make decisions and what influences their decisions. Behavioural economics’ main argument is that human beings are not always rational, and there are certain factors that influence their decisions. In this explanation, you will learn everything you need to know about behavioural economics.
Behavioural economics uses psychology and economic theory to draw new explanations on how human beings choose to interact in an economy. It aims to provide an alternative to conventional economic theory, which assumes that all humans are rational and that their decisions are always optimal.
Rational choice theory suggests that when individuals are faced with many choices and constraints, each individual is reasonable enough to make the choice that best maximises their gains.
Behavioural economists challenge this rational choice theory and argue that, in reality, humans are not always rational decision markers due to many constraints, which we will discuss later.
Behavioural economics takes into account other aspects of an individual, such as their social norms, habits, personality, etc. It does so by taking into account psychological factors that might play a role in encouraging an individual to choose one option over another.
Think about it. To what extent do your social norms dictate your consumption? An individual’s psychology influences all their choices to a certain extent.
Julie goes to a university in London. She is an aspiring engineer, and she aims to graduate top of her class. Julie has to allocate most of her time to study to achieve this.
To stay at the top of her class, Julie needs to study about 10 hours a day. The rational choice theory would suggest that Julie would study 10 hours and dedicate the rest of her time to other activities.
However, her friends tell her to cancel her study plans and join them in exploring the city instead. At some point, Julie will be influenced by her and her friends’ desires to go out.
Behavioural economics challenges the idea that humans can make rational decisions that would allow them to maximise their gains based on a number of constraints. There are two perspectives behavioural economics provide that challenge the rationality of human beings:
Behavioural economists argue that there are many restrictions on people’s ability to make rational decisions and this causes them to act in an irrational way.
Bounded rationality is the idea that individuals have limits on decision making and these limits hinder their ability to make sound rational decisions all the time.
Think about it. You are different to your friends. You may perceive things in a different way, and that is true of everyone else in the world. We all have a varying degree of perception, intelligence, skills etc. that influence the way we think and make decisions.
Bounded rationality theory suggests that there are three limitations to individual choices:
Another aspect behavioural economists challenge is the idea that all individuals have total self-control.
Bounded self-control is the idea that individuals have limits on their self-control and these limits hinder their ability to maximise their utility.
Bounded self-control suggests that there are limits to the extent individuals can commit to a choice that would be in their best interest. Therefore, this affects whether or not they can make rational decisions.
Thinking fast and slow
Another interesting point behavioural economists make is that different decisions require different amounts of time.
Thinking fast and thinking slow refers to the time it takes for an individual to decide based on the type of decision they have to make.
When you crave a milkshake, you go buy it. But the same thing doesn’t apply to enrolling in a university. You take the time to think and process what you want to do in life, what career you choose, etc.
Many factors influence the decision-making of an individual. It could be their past experiences and the weight they attribute to past even. It could be their tastes. All these contribute to us making biased decisions. Some of the biases in decision-making are:
Before we look at each of these, let’s define bias.
Bias is an irrational assumption or belief that affects the ability to make a decision based on facts.
Keep this definition in mind as we look at each bias in decision making.
Availability bias occurs when an individual uses outcomes of other similar events to make their own decisions.
You visit a restaurant that your friends continually praise. Because you know of people who has a good experience at this restaurant, you expect good food. You might not have even considered other options or the money or the cost of eating at that restaurant, but you place a large order, knowing that the food is going to be good.
In this example, you have considered similar events and made decisions based on them. Whether intentional or not, you have made a biased decision.
Anchoring is based on an obsession with a particular piece of information.
Anchoring occurs when individuals give too much weight to the first or one piece of information they have received.
The first piece of information becomes a reference point for the individual to decide.
You see a cool jacket on sale at a shop. You try negotiating with the salesperson on the price of the jacket, and they quote you the first price of £50. You think this is a fair price and buy it.
In this example, the salesperson would’ve accepted lower, but your thought about how much lower £50 was in comparison to the original price that you forgot about negotiating an even lower price and bought it.
The social setting an individual lives in has a lot to do with how they make decisions. Living in a social setting where social norms encourage certain behaviours, will influence an individual to acquire such behaviours.
Some social norms encourage alcohol consumption, which causes alcohol to be widely accepted in many societies.
However, drinking a lot of alcohol might not be the most rational decision due to its health impacts and the impacts on other third parties.
Habitual behaviour includes a routine of behaviours of certain individuals.
You drink coffee every morning at your local shop instead of having it at home. Although this might not be the most rational decision if you're trying to save money, you will still make it because it’s a habit.
Rule of thumb refers to the already established guides on the behaviours that are appropriately relevant to a certain setting. There are unofficial agreements or codes of behaviour that individuals should follow.
There are some rules of thumb in finance that give guidance on how much you need to save for a mortgage.
Behavioural economics has applications in all aspects of life. We don’t necessarily have to engage in an economic transaction for behavioural economics to be applicable in our lives. Let’s consider two examples:
At school or work
When you go to work or school, there are certain behaviours that have already been established, that influence the decisions you make.
For instance, you wouldn’t drink while at work.When shopping
Gucci and other expensive brands charge really high prices, but most customers come from the upper-middle-income class rather than significantly wealthy people. People associate Gucci with the rich, and they buy it because they believe it says something about them. The high prices make brands like Gucci look exclusive, which pushes people to buy them.
When consumers buy a certain brand due to the influence of social norms in a region.
Behavioural economists combine psychology with economic theory to provide explanations on how humans make decisions.
The main ideas of behavioural eonomics are:
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