行動経済学

Behavioral economics is a field of study that combines psychology and economic theory to better explain how people make decisions in the real world.

It challenges the traditional economic assumption that individuals are entirely rational, always making decisions that maximize their utility or self-interest. Instead, behavioral economics recognizes that humans are prone to biases, have limited willpower, and are influenced by social factors. 

For instance, a shopper sees two deals: "Buy One, Get One Free" and "50% off." Though the savings are the same, most choose the first option because "free" feels more valuable. 

Another example involves a Nike shirt originally priced at fifty dollars, which is then marked down to forty-five dollars. This small price drop creates a sense of excitement, often triggering a buying frenzy, whereas an initial price of forty-five dollars might not.

This approach to economics takes into account a variety of psychological factors, including emotions, overconfidence, social norms, and cognitive biases, that can influence people's economic choices. 

In essence, behavioral economics challenges traditional economic assumptions and reimagines how we understand decision-making processes.