Introduction -- Pte.1. Introducing behavioral economics, the science of making real-world choices: 1. Decoding behavioral economics -- 2. Getting real about assumptions -- 3. Neuroeconomics, exploring the brain for economic analysis -- 4. Why incentives and markets matter, but money isn't everything -- Pte.2. Understanding choice: 5. Exploring the limits to free choice -- 6. Quick and sample heuristics and real-world decision making -- 7. How the framing of choices affects decision making -- 8. How norms, peers, history and culture influence choice -- 9. Why gender, children and age matter for economic analysis -- Pte.3. Growing the economic pie, the economic importance of ethics, well-being and culture: 10. Why smart people pay taxes, recycle, and even break the law -- 11. Labor supply in the real world -- 12. The black box of the firm, human relationship and productivity -- 13. The good economy, how ethical behavior can grow economy -- 14. The institutions matter -- Pte.4. When bubbles and busts and inefficiencies are possible; some bahavioral insights into the strange world of economic reality: 15. Deciphering behavioral finance -- 16. Looking into recessions and depressions -- 17. The art and science of happiness, can you be happy without more money? -- Pte.5. The part of tens: 18. Ten or so key public policy implications of behavioral economics -- 19. Ten or so experiments in behavioral economics -- 20. Ten decision-making lessons from behavioral economics.

A guide to the study of how and why you really make financial decisions While classical economics is based on the notion that people act with rational self-interest, many key money decisions like splurging on an expensive watch can seem far from rational. The field of behavioral economics sheds light on the many subtle and not-so-subtle factors that contribute to our financial and purchasing choices. And in Behavioral Economics For Dummies, readers will learn how social and psychological factors, such as instinctual behavior patterns, social pressure, and mental framing, can dramatically affect our day-to-day decision-making and financial choices. Based on psychology and rooted in real-world examples, Behavioral Economics For Dummies offers the sort of insights designed to help investors avoid impulsive mistakes, companies understand the mechanisms behind individual choices, and governments and nonprofits make public decisions. * A friendly introduction to the study of how and why people really make financial decisions * The author is a professor of behavioral and institutional economics at Victoria University An essential component to improving your financial decision-making (and even to understanding current events), Behavioral Economics For Dummies is important for just about anyone who has a bank account and is interested in why and when they spend money.

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