Potenciál využitia behaviorálnej ekonómie v rámci manažérskych marketingových nástrojov
Martin Horváth
Abstract
Lately the behavioral approach utilizing the findings of psychology has been used in the different fields of economic research. This article deals with the epistemology of neo-classical economics as the current dominant school of thought. The aim of this article is to investigate systematic deviations from rational decision-making and its aplications in managerial marketing tools. As the economy is perceived as an apriori science, potential theory failure is to be found in the steps of deduction or in the auxiliary axioms. Thus we must derive behavioral economics from neoclassical economics, namely by the mod-ification of its auxiliary axioms, especially rational decision-making axiom. At the same time we must point out, that the behavioral approach can be appropriate for the redesign of a more efficient institutional structure.
Keywords: behavioral economics, consumer behavior, deviations from rationality
JEL Classification: D90
Received: 6.4.2020 Accepted: 30.6.2020 Published: 30.6.2020
How to cite this (APA 7th edition):
Horváth, M. (2020). Potenciál využitia behaviorálnej ekonómie v rámci manažérskych marketingových nástrojov: <The> Potential of the Use of Behavioral Economics in Managerial. Studia commercialia Bratislavensia: vedecký časopis Obchodnej fakulty Ekonomickej univerzity v Bratislave, 13(2), 102-118.
ISSN (online): 1339-3081
Publisher: Fakulty of Commerce, University of Economics in Bratislava
License:
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.