Rethinking Homo Economicus: An Integrated Critique from Feminist and Behavioral Economics

This article examines the foundational critique of homo economicus by integrating the perspectives of feminist and behavioral economics. Both schools challenge the neoclassical assumptions of instrumental rationality and methodological individualism by highlighting the socially embedded and psychologically complex nature of real economic agents. Feminist economics critiques the gender-blind, androcentric framing of economic theory, arguing that observed behavioral differences between men and women are shaped by gendered socialization and institutional structures, rather than innate characteristics. Behavioral economics, in turn, demonstrates that individuals deviate from pure rationality due to cognitive biases, social norms, and emotional factors. Despite differing theoretical origins, both approaches converge in rejecting the reductionist and ahistorical depiction of economic behavior in neoclassical models. This study examines how a synthesis of feminist and behavioral critiques can provide a more comprehensive and empirically grounded understanding of economic decision-making. It argues that incorporating the social construction of preferences and the contextual nature of behavior is essential for developing realistic and humane economic theories. Ultimately, the article contributes to a broader methodological rethinking of economics that centers on human complexity, interdependence, and social context.