BIHEVIORALNA EKONOMIJA I PSIHOLOGIJA EKONOMSKOG PONAŠANJA I ODLUČIVANJA POTROŠAČA NA TRŽIŠTU
BIHEVIORAL ECONOMY AND PSYCHOLOGY OF ECONOMIC BEHAVIOR AND SELECTION OF MARKET CONSUMERS

Summary/Abstract: Behavioral economics explores the effects of emotional, social and cognitive factors on economic behavior and consumer decision-making. Modern neoclassical economic theory is based on the thesis that the goal of consumers is to maximize their profits and to behave rationally accordingly. Since there was an appearance on the market that consumers behaved irrational and made the wrong decisions, the task of a behavioral economy is to explain anticipated deviations from the rational behavior of consumers advocated by neoclassical economic theory. The aim of this paper is to explain how a behavioral economy explores the way consumers make decisions or explain the economic behavior of consumers in the market. Behavioral economics is a blend of economics and psychology and in this connection explains the psychology of the behavior of a man as a buyer on the market. Businesses and marketing professionals benefit greatly because they can more accurately evaluate consumers by using a behavioral economy, discover what motivates them and what their desires are. Behavioral economics is an extremely important branch of the economy because it proves all economic behavior of consumers on the market as a result of the virtues, defects and other psychological emotions of consumers, and not the result of their rational behavior, which is advocated by neoclassical economic theory. The development of the behavioral economy was contributed by Daniel Kahneman and Vemon Lomax-Smith, who in 2002 received the Nobel Prize for Economics.

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