Construal level theory: Opening consumer behavior research with a new approach
Tuesday, February 15, 2011 - 15:00
in Psychology & Sociology
That the consumer behavior of these people carries systematic rules, and is not completely impulsive, has been made clear in a field called behavioral economics, an interdisciplinary area in economics and psychology. Behavioral economics was founded by two psychologists, Daniel Kahneman and the late Amos Tversky, with Kahneman receiving the Nobel Prize in Economic Sciences in 2002. Behavioral economics is a theory discrediting, from the roots, the rational human image of the economist hypothesized in classical economics, and took the world by storm.