ECO200Y1 Lecture Notes - Lecture 24: Richard Thaler

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30 Mar 2020
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The classical theory of economics assumes that people are rational. They make decisions based on the information available and choose the option that will best serve them. Based on this understanding, a consumer will not buy three biscuit packages. (when he only needs one) just to win a branded cup. It is also logical to think that a person will decide to save part of their salary to ensure a more comfortable life in retirement. Or that someone who is in debt is going to cut their spending instead of splitting the purchase of a shoe on their credit card. Thaler was one of the first scholars to combine economics with psychology. Its basic premise is that human beings are not always rational and that their choices are based on subjective and cultural issues. Often these factors can weigh even more than rationality. Thaler"s line of research, known as behavioral economics, humanizes the economy.

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