Behavioral economics and social norms experiment

Tema ovog rada jest bihevioralna ekonomija, nova interdisciplinarna znanost koja kombinira elemente psihologije i ekonomije. Pretpostavke ekonomije su kako su ljudi racionalni te donose racionalne odluke kada se to od njih traži. No tokom povijesti uočene su anomalije u ljudskom ponašanju i došlo se do zaključka kako smo mi, ljudi, zapravo iracionalni. Veliki utjecaj na razvoj ove nove discipline imala su dvojica znanstvenika, Daniel Kahneman i Amos Tversky, začetnici teorije očekivanog izbora. Njihov rad imao je utjecaja na Richarda Thalera, začetnika bihevioralnih financija, potpodručja bihevioralne ekonomije te na Herberta Simona kojeg se smatra jednim od začetnika bihevioralne ekonomije. U radu smo objasnili primjenu bihevioralne ekonomije, a fokusirali smo se na područje društvenih normi. Također u sklopu ovoga rada proveli smo eksperiment sa društvenim normama na Odjelu za Ekonomiju Sveučilišta u Zadru, čije su postavke i rezultati dostupni u ovom radu. Dotaknuli smo se i budućnosti bihevioralne ekonomije, gdje smo govorili o neuroekonomiji, neuromarketingu te etičkim pitanjima koja su izazvala ova dva novija područja bihevioralne ekonomije.Subject of this thesis is behavioural economics, new interdiscipliary field of science, which combines elements from fields of psychology and economics. Neoclassical economy assumptions that people are rational and that they make rational decisions when asked to. But throughout the history some anomalies in behaviour were noticed and it has come to conclusion that people are, as a matter of fact, irrational. Daniel Kahneman and Amos Tversky, authors of prospect theory, were two scientists that had a huge impact on development of this new discipline. Their work had a big influence on Richard Thaler, founder of behavioural finances, which are subdiscipline of behavioural economics, and on Herbert Simon who is considered as one of the pioneers in behavioural economics. In this thesis we have explained the application of behavioural economics, with an emphasis on social norms. Also we have conducted an experiment in Department of Economics on University of Zadar, whose settings and results are available in this thesis. Also we have discussed about future of behavioural economics where we talked about neuroeconomics and neuromarketing and also ethical questions which have emerged from these relatively new field in behavioural econo