Human
behavior and what drives choice-making
The Manager’s Pocket Guide to
Behavioral Economics
By Dr. Richard Brynteson
Why
do gamblers continue to gamble when they know they will lose? Why will “what we
know” hurt us more than “what we don’t know?” Why do you remember your summer
vacation of 1985 differently than your brother? The Manager’s Pocket Guide to Behavioral Economics answers these
questions and more while examining flaws in our thinking, our
decision-making, and how thinking illusions deceive us.
Behavioral
economics is the study of cognitive, emotional and social forces on
decision-making. It is a multi-faceted lens through which you can look at your
own behavior and that of your employees. Ultimately, behavioral economics
invites us to look at ourselves and others, and laugh.
This
book explores the notion that we are fallible, easily confused, not that smart
and often irrational. It considers how our decisions depend upon the
circumstances and upon our cognitive, emotional and social situations. According
to the author, behavioral economics also offers hope, with the possibility that
the more we understand the dynamics of our choice making, the better off we
are.
Topics
covered in the 13 chapters include:
•
Decision
fatigue
•
What
we attribute value to and why
•
How
we live in a world of illusions – whether we’re aware of it or not
•
How
ideas and responses can be framed in a multitude of ways
•
Anchors,
a powerful factor in decision-making
•
Priming
and how it can be used to implant positive or negative images
•
Availability
– if we see or hear something, it becomes top of mind
•
Fragmented
thinking – failing to look downstream at the consequences of our actions
•
Sweet
revenge, the pursuit of happiness and gratitude
Each
chapter includes experiments which led to the findings discussed, contributions
of leading theorists in the field, a “Try This” box that suggests how to apply
the research and “Learning Points” which summarize the chapter.
View Cart
Customer Login
Register
