Siddharth Jha , Olena Sokhatska

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This book, "Behavioral Economics and Consumer Behavior: Understanding the Mind of the Modern Consumer," provides a comprehensive exploration of how behavioral economics sheds light on real-world consumer choices. It delves into the interdisciplinary nature of the field, integrating insights from economics, psychology, sociology, neuroscience, information theory, and machine learning to understand human decision-making. The book challenges the traditional economic assumption of the "rational agent," proposing instead that consumers are influenced by cognitive biases, emotions, and social factors, leading to "predictably irrational" behavior. It traces the historical foundations of behavioral economics, acknowledging pioneers like Adam Smith, and detailing the groundbreaking work of Daniel Kahneman and Amos Tversky on Prospect Theory, as well as Richard Thaler's contributions to Nudge Theory. Core concepts such as prospect theory, various cognitive biases (e.g., anchoring, loss aversion, present bias, sunk cost fallacy, mental accounting), and heuristics (e.g., satisficing, availability heuristic) are thoroughly explained. The text also examines traditional models of consumer behavior and analyzes internal psychological, external sociocultural, and situational influences on consumer choices. Furthermore, the book explores the practical applications of behavioral economics in marketing strategy, including behavioral pricing, promotional offers leveraging scarcity and social proof, personalization, gamification, and emotion-based marketing. It extends its scope to public policy and product design, demonstrating how nudges can guide decisions for societal benefit and how behavioral insights optimize user experiences. The book concludes by addressing future directions, including the role of AI and big data, and critically examines the ethical implications of behavioral interventions.