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Fogyasztói döntések a viselkedési közgazdaságtan szemszögéből
[Consumer decisions from the angle of behavioural economics]

Author

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  • Vincze, János
  • Koltay, Gábor

Abstract

A cikkben az irodalom áttekintése segítségével azt vizsgáljuk, hogy milyen módon használhatók fel a viselkedési közgazdaságtan eszközei a fogyasztói döntések elemzésére. Néhány lényeges megállapításunk a következő. 1. A nem standard preferenciákhoz hasonlóan az aszimmetrikus információ miatt még szabad verseny esetén sem alakul ki Pareto-hatékony egyensúly. 2. Az empirikus eredmények alapján arra lehet következtetni, hogy a közösségi preferenciák szerepe jól működő, rövid távú piaci cserekapcsolatok esetén elhanyagolható. 3. "Értelem és érzelem" gyakran nem elválasztható a fogyasztói döntésekben, aminek legalábbis részbeni kihasználásából származhat a reklám és marketing haszna a vállalatok számára. 4. Nem elég csupán az átlagos viselkedést vizsgálni: a szabályozási döntések során különösen kell figyelni a hibákra leginkább hajlamos fogyasztók helyzetére. 5. Amikor valamilyen piaci beavatkozást tervezünk, az elméleti megfontolásokat mindig ki kell egészítenünk konkrét empirikus vizsgálatokkal. Journal of Economic Literature (JEL) kód: D03, D11, D12.

Suggested Citation

  • Vincze, János & Koltay, Gábor, 2009. "Fogyasztói döntések a viselkedési közgazdaságtan szemszögéből [Consumer decisions from the angle of behavioural economics]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(6), pages 495-525.
    • Handle: RePEc:ksa:szemle:1101
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    Cited by:

    1. Vincze, János, 2010. "Miért és mitől védjük a fogyasztókat?. Aszimmetrikus információ és/vagy korlátozott racionalitás [Asymmetric information and/or bounded rationality: why are consumers protected and from what?]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(9), pages 725-752.
    2. Mihályi, Péter, 2009. "Árak és volumenek a posztszocialista egészségügyben [Prices and volumes in the post-socialist health sector]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(7), pages 585-608.
    3. Simonovits, András, 2009. "Az önkéntes nyugdíjrendszer egy egyszerű modellje [A simple model of tax-favoured retirement accounts]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(10), pages 851-865.
    4. Mitev, Ariel & Bauer, András & Gáti, Mirkó, 2019. "A személyes értékesítők hálózatépítési tevékenysége [Networking activities of salespersons]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(1), pages 95-113.
    5. Tarján, Tamás & Veres, Zoltán, 2018. "Szekvenciális fogyasztói termékválasztás döntési kontinuuma [The decision-making continuum of sequential consumer-product choices]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(5), pages 525-550.

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    JEL classification:

    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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