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

  • Vincze, János

    ()

  • Koltay, Gábor
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    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.

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    Article provided by Közgazdasági Szemle Alapítvány (Economic Review Foundation) in its journal Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences).

    Volume (Year): LVI (2009)
    Issue (Month): 6 ()
    Pages: 495-525

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    Handle: RePEc:ksa:szemle:1101
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