Adferdsøkonomi

Adferdsøkonomi, also known as behavioral economics, is a field that combines insights from psychology and economics to understand how people make economic decisions. It challenges the traditional economic assumption that individuals are always rational actors who consistently make choices that maximize their own self-interest. Instead, adferdsøkonomi acknowledges that human behavior is often influenced by cognitive biases, emotions, social factors, and heuristics, which can lead to systematic deviations from purely rational decision-making.

Key concepts within adferdsøkonomi include prospect theory, which describes how people evaluate potential losses and gains differently, and the endowment effect, where individuals tend to value something they own more highly than something they do not. Other important areas of study involve framing effects, anchoring, and the role of mental accounting. Researchers in this field often use experiments and empirical data to observe and analyze actual human behavior in various economic contexts, from consumer choices to investment decisions and public policy implications. The insights gained from adferdsøkonomi are used to design more effective policies, marketing strategies, and financial products that better account for the complexities of human psychology.