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2017, vol. 46, iss. 4, pp. 152-159
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Psychology in the service of economy
Psihologija u službi ekonomije
Abstract
Richard Thaler, a contemporary American economist and professor of behavioral economics at the University of Chicago, won the 2017 Nobel Memorial Prize in Economic Sciences. He broadened the scope of economic analysis and made it more sophisticated by examining three psychological traits systematically influencing economic decisions, i.e. limited rationality, perception of fairness and lack of self-control. Thus, in the 1980s Thaler advanced his 'economic theory of self-control' which describes economic phenomena, especially decision-making, in terms of people's inability to control their impulses. In the numerous papers and books that he published in this relatively young field of economics, Thaler introduced the terms like 'nudge' and 'choice architecture', and developed the so-called theory of 'mental accounting'.
Sažetak
Ričard Taler, savremeni američki ekonomista i profesor bihejvioralne ekonomije na Univerzitetu u Čikagu, dobitnik je Nobelove nagrade za ekonomiju za 2017. godinu. Taler je proširio obuhvat ekonomske analize i učinio je sofisticiranijom razmatrajući tri psihološke odlike koje sistematično utiču na ekonomske odluke - ograničena racionalnost, percepcija pravičnosti i nedostatak samokontrole. Osamdesetih godina prošlog veka razvio je 'ekonomsku teoriju samokontrole' koja objašnjava ekonomske pojave, a naročito donošenje odluka, u kontekstu čovekove nemogućnosti da kontroliše svoje impulse. U brojnim radovima i knjigama objavljenim u ovoj relativno mladoj oblasti ekonomije uvodi termine poput 'podstreka' (eng. nudge) i 'arhitekture izbora' (eng. choice architecture) i razvija teoriju takozvanog 'mentalnog računovodstva' (eng. mental accounting).
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References
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*** (2017) The prize in economic sciences 2017 - popular science background: Easy money or a golden pension?: Integrating economics and psychology. http://www.nobelprize.org/nobel_prizes/economic-sciences/laureates/2017/popular.html, 15. decembra 2017
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*** (2017) The prize in economic sciences 2017: Presentation speech by professor Per Strömberg. http://www.nobelprize.org/nobel_prizes/economic-sciences/laureates/2017/presentation-speech.html, 15. decembra 2017
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Partington, R. What is behavioural economics?. The Guardian, https://www.theguardian.com/world/2017/oct/09/what-is-behavioural-economics-richard-thaler-nobel-prize, 15. decembra 2017
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Richard, H., Biography, T. The University of Chicago, Booth School of Business. https://www.chicagobooth.edu/faculty/directory/t/richard-h-thaler, 15. decembra 2017
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Shiller, R. Richard Thaler is a controversial Nobel Prize winner: But a deserving one. The Guardian, https://www.theguardian.com/world/2017/oct/11/richard-thaler-nobel-prize-winner-behavioural-economics, 28. novembra 2017
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