Chapter 1: What Should I Choose? What Should I Think About When Choosing?

1 Should I throw away the expensive clothes I once wore so much?
2 What to choose from 'ABC'?
3 If I could get a lot of money, would I wait another day?
4 Both are '5,000 won profit', but will they feel the same?
5 Let's think about the 'prisoner's dilemma'!
COLUMN In the future, digital technology can change value!

Chapter 2: Do Humans Do Incomprehensible Things?

1 The odds of winning the lottery are so low… …
2 Why can't I throw away clothes I wouldn't buy now?
3 Is it really necessary to read a boring comic book all the way through?
4 If it's free, is it worth waiting in line for hours?
5 Why do you refuse even though you are offered money?
6 In a situation where you can receive everything, would you really receive everything?
COLUMN The era of transcending time and space through the metaverse is coming!

Chapter 3: How are behavioral economics different from economics?

1 Could humans be irrational animals?
2 What is the difference between 'behavioral economics' and 'economics'?
3 The human mind is complex and does not judge solely by profit and loss?
4 Nobel Prize Winners in Behavioral Economics
5. Prospect Theory: The Foundation of Behavioral Economics
6 Useful 'Expected Values' to Know ①
7 Useful 'Expected Values' to Know ②
8 The 'certainty effect': liking clarity
9 Even for those who value certainty, there are times when it is not so?
10. Loss aversion: Greater sadness when suffering a loss
11 Let's find out what we think!
12 Heuristics are often wrong!
COLUMN What is 'Experimental Economics', a combination of experimentation and economics?

Chapter 4: Let's learn about the tendency to think in a biased way!

1 What is the ‘bias’ that makes humans irrational?
2. Postpone important things for later!
3 I think it's okay as it is now!
4 You only believe what you want to believe!
5 I want to act like everyone else!
6 The harder it is to get, the more you want it!
7 Look forward to the future with hope!
8 It is affected by the number that comes out first!
I want to choose the middle option!
10 I want to quit, but I can't!
11 Even though it's the same target, the reaction is different!
12 I feel that what I have is of great value!
COLUMN Is this world a huge economic laboratory?!

Chapter 5: Nudge Theory: Naturally Guiding the Human Mind

1 What is the Nobel Prize-winning 'Nudge Theory'?
2 Four Elements of Nudge Theory 'EAST'
Let's learn about the 'E' of the 3 nudge theory!
4 Let's learn about the 'A' of nudge theory!
Let's learn about the 'S' of the 5 nudge theories!
Let's learn about the 'T' of nudge theory!
7. If you use nudges incorrectly, they become 'sludge'!
Use the 8 boosts to get better!
COLUMN What is neuroeconomics, where economics and brain science meet?

Chapter 6: Let's apply behavioral economics to our lives!

1 Let's naturally ask for the birthday gift you want!
2 Let's devise a plan to increase your allowance!
3 How to avoid falling into the trap set by sellers?
4 The secret to saving money is to let it accumulate on its own!
5 Let's break the fear of failure!
COLUMN Academics are connected!

Chapter 7: The Mindset for Effectively Utilizing Behavioral Economics

1 Let's be honest with our feelings!
2 Don't make friends based on profit and loss!
3 Remember the saying, “Small losses lead to big gains.”
4 A life that only pursues rationality is boring!

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How long would you wait if it was free?
Why can't we throw away things we bought with money?
Smart choices change you and the world.

If you have three items, why would you want to choose the middle one? How long would you wait for a 4,000 won bibimbap for free? Why do you think you can't throw away something you paid for?

In economics, which is closely connected to our lives, these questions cannot be easily answered.
Economics is based on the idea that 'humans are rational.'
Behavioral economics can provide answers to these seemingly incomprehensible questions.

Behavioral economics: an approach to psychology and nature

Unlike economics, which views humans as rational animals, behavioral economics does not view humans as rational animals.
I think it's because it's not perfect, so it behaves differently than expected.
Behavioral economics addresses various economic problems encountered in everyday life based on human psychology and nature.
We examine economic issues through various psychological phenomena that arise from human conscience, greed, and altruism.
This book examines various economic situations that people commonly encounter in their daily lives through the lens of behavioral economics.
And it is divided into 7 chapters and covers the definition of behavioral economics, the reasons why humans make incomprehensible actions and choices, the difference from economics, the theory of behavioral economics, and how to use it.

A better world, transformed by better choices

What difference would it make if we made better choices through behavioral economics? It could change not just one person, but the world.
We've compiled behavioral economics theories in an easy-to-understand and detailed manner to help readers make better choices.
Discover how behavioral economics can change the world through interesting phenomena and nudges.
You can also learn the wisdom to avoid disadvantages that come with choosing only by feeling or to avoid things that could be harmful in advance.
You can also find out which option is better among several options.
By developing this insight through the behavioral economics introduced in this book, you can think flexibly in any situation.

Things to Consider in Behavioral Economics

You said behavioral economics helps people make better choices, right? You also said behavioral economics doesn't view humans as perfect.
What if we only pursue rationality to achieve 100% perfect profits? It could make life difficult, not to mention the people who help you, the readers.
This book generously provides advice on how to effectively utilize and put into practice behavioral economics.
Please guide me so that I am not too inhuman, not too childish, and not only rational.
In this process, you will meet people who have grown even more than before.