Поведенческие аномалии экономических решений и возможности их преодоления
DOI:
https://doi.org/10.14515/monitoring.2024.3.2547Ключевые слова:
поведенческая экономика, ограниченная рациональность, поведенческие аномалии, социально-демографические особенности, обзор литературыАннотация
В статье представлен обзор поведенческих аномалий, проявляющихся в разных сферах жизни человека и на разных этапах принятия решения. Логика описания поведенческих аномалий выстроена в соответствии с возможностью влиять на их возникновение: мы начинаем с аномалий в предпочтениях — наболее устойчивом паттерне, переходя далее к нестандартным убеждениям, которые могут быть скорректированы компаниями и регулирующими органами. Далее мы обсуждаем нестандартное принятие решений — сферу, которая потенциально связана с возможностью государства и фирм влиять на людей. В статье описываются особенности нестандартных предпочтений: 1) предпочтений с точками отсчета, означающих, что человек оценивает полезность объекта в зависимости от тех ориентиров, с которыми он сравнивает его или его характеристики, 2) неустойчивых во времени предпочтений, которые предполагают несовершенство самоконтроля человека и более сильное влияние текущих выгод и издержек на решения по сравнению с отложенными, 3) социальных предпочтений, которые объясняют, как люди реагируют на социальные стимулы, то есть на действия, ожидания и выигрыши других людей. Кроме того, в статье обсуждаются последствия использования людьми несовершенных суждений — смещенных относительно реальности или шумных (статистических суждений, учета мнения других людей, эвристик и др.). Формулировка выбора и восприятие его человеком могут приводить к возникновению аномалий при принятии решений, что лежит в основе архитектуры выбора и теории подталкивания (или наджинга). В заключении авторы суммируют результаты исследований о различиях в выраженности поведенческих аномалий в разных социально-демографических группах, что позволяет использовать обобщенные в статье особенности поведения людей при рассмотрении широкого круга вопросов, связанных с деятельностью компаний и экономической политикой.
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