Abstract

If you learn "human irrational decision-making," which is the subject of research in behavioral economics, you can make use of it in both sales and planning positions.An introduction to behavioral economics for business people that is useful in marketing, management, and everyday life.The author is Makoto Abe, a professor at the University of Tokyo, who has authored numerous books such as "Dangerous Marketing Taught by Professors at the University of Tokyo" (KADOKAWA).A book on behavioral economics for business people, published by a leading expert in marketing research focusing on individual psychology.

Author’s Information

Professor, Faculty of Economics, Graduate School of Economics, The University of Tokyo.He has been in his current position since 2004 after earning a Ph.D. from the Massachusetts Institute of Technology in 1991.He has published numerous treatises in marketing journals, including co-authoring with Nobel laureates in economics.He focuses on human perception bias and preference reversal, which are the subjects of behavioral economics research, and is conducting research to apply the analysis results obtained using metric and statistical models to marketing.He was named the # 1 Marketing Researcher at Universities in the Asia-Pacific region by the Journal of Marketing Education in 2003.