This thesis is a sociological history of the making of behavioural economics. Behavioural economics is a discipline in which economists draw on psychological knowledge and approaches to understand economic behaviour. The narrative begins with the lives and work of psychologists Daniel Kahneman and Amos Tversky in the newly established state of Israel. It then moves from the making of the so called Heuristics and Biases Programme in the 1970’s to the privately funded Behavioural Economics Program in the USA in the 1980’s. Using a blend of analysis of archival documents, published material, and interviews I seek to understand the formation of the discipline of behavioural economics by applying the notion of a psychology)of)error as an analytical tool. The small number of historians who have studied behavioural economics have all identified a concern with human error as a crucial element of its intellectual makeup. I take this observation further by arguing that both Kahneman and Tversky’s Heuristics and Biases Programme and behavioural economics are psychologies) of) error because the object to be explained in both fields was restricted to behavioural deviations from a normative core. In the case of Heuristics and Biases that normative core consisted of a blend of statistical and logical norms imported from traditional decision theory about what constituted rational decision making. In the case of behavioural economics the normative core was made up of assumptions about rational economic behaviour developed by neo-classical economists. Understanding behavioural economics as a psychology of error allows me to shed light on the complicated relationship between behavioural economics and neo-classical economics. Specifically it helps explain how behavioural economists sought to strike a careful balance between critiquing the descriptive claims of neo-classical economists and reinforcing their normative ambitions.

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The present work describes the model of heuristic judgment of Kahneman & Frederick (2002) and two experiments based upon it. According to the model people answer a question with an answer to an easier question when making a heuristic judgment. This process is called the attribute substitution because a target attribute of a question is substituted by an associated and easier accessible heuristic attribute. The first experiment investigated whether two heuristic attributes can be used simultaneously during making of a judgment. A part of participants gave 1 or 4 reasons for one of the statements in Linda problem (Tversky & Kahneman, 1983). Numbers of reasons were selected so as to produce a feeling of fluency of disfluency. Although the conjunction fallacy occurred, the writing of the reasons didn't have any influence on the assessment of the probability of the related statement. The second experiment investigated whether the priming of the relation between processing fluency and risk can influence the effect of pronounceability of a food additive name on the assessment of its harmfulness. In accord with previous study (Song & Schwarz, 2009) it was shown that food additives with less pronounceable names were considered as more harmful. The priming didn't have any effect. The present studies...

Allt fler beslut tas i samband med skärmar, bland annat på grund av den ständigt växande e-handeln. När människor tar beslut påverkas de av hur valmiljön är utformad samt av heuristikeroch fördomar, vilka är mentala genvägar. Människor influeras av heuristiker och fördomar dådet ofta är svårt för dem att ta beslut som grundas på all information som presenteras. Knuffarär ett sätt att vägleda människor till att göra specifika val utan att sätta begränsningar för derasfrihet och har företrädesvis använts i icke-digitala kontexter, men har nu även introduceratsinom informatik. För att knuffar ska kunna utvecklas och användas digitalt är det dock viktigtmed kunskap om hur människor gör val samt om den påverkan knuffar har. Även tidigareforskning om digitala knuffar efterfrågar studier om hur digitala knuffar kan designas och omderas påverkan på människors val online. Då knuffar är ett relativt nytt begrepp inom informatik, och att fler studier om ämnetefterfrågas, undersöker denna studie hur digitala knuffar kan designas för att vägledamänniskor till hållbara val på nätet. Studien utfördes med en designorienterad forskningsansatsdär digitala knuffar designades utifrån fyra olika heuristiker och fördomar. Knuffarnaapplicerades sedan på en e-handelssida och testades med hjälp av en prototyp. Processen fördesign och utvärdering av de digitala knuffarna itererades fyra eller fem gånger för attexplorativt testa olika sätt att designa knuffarna på relaterat till forskningsfrågan. Studien bidrarmed ett antal förslag för hur digitala knuffar kan designas utifrån heuristiker och fördomar medfokus på vägledning och hållbarhet. / Decisions are increasingly made in connection with screens, amongst other things due to thecontinuous growth of e-commerce. When people make decisions they are influenced by thechoice environment as well as heuristics and biases, which are mental shortcuts. People areinfluenced by heuristics and biases as it is often difficult for them to make decisions based onall of the information presented. Nudges are a way to guide people to make specific choiceswithout limiting their freedom and have primarily been used in non-digital contexts, but havenow also been introduced in informatics. However, in order for nudges to be able to bedeveloped and used digitally it is important to have knowledge about how people make choicesand the effect nudges have. Previous research on digital nudges also asks for studies on howdigital nudges can be designed and their impact on people's choices online.As nudging is a relatively new term in informatics, as well as research regarding the topic isinquired, this study investigate how digital nudges can be designed to guide people tosustainable choices online. The study was conducted with a design research approach wheredigital nudges were designed based on four different heuristics and biases. The nudges wereapplied on an e-commerce website and tested by means of a prototype. The process fordesigning and evaluating the digital nudges was iterated four or five times to in an exploratoryway test different ways to design the nudges in relation to the research question. The studycontribute with a number of suggestions on how digital nudges can be designed based onheuristics and biases, with guidance and sustainability as focal points.

Esta tese realiza um estudo a respeito da confiança do investidor estrangeiro no Brasil, identificando teórica e empiricamente os aspectos jurídicos elementares à sua formação. A pesquisa tem como intuito analisar o papel do Direito tanto na geração quanto na proteção à confiança nutrida pelos investidores no País. Faz-se assim um percurso teórico que discute os pressupostos relacionados à racionalidade do homem econômico, sendo apresentadas algumas linhas críticas do paradigma de escolha racional. Dentre tais linhas, a Economia Comportamental é escolhida como opção metodológica do trabalho por fornecer uma visão alternativa para o estudo de tomada de decisão. Assim, com base no programa pesquisa Heuristics and Biases (H&B), fundado por Daniel Kahneman e Amos Tversky, avalia-se o processo de formação da confiança no Brasil. A revisão de literatura interdisciplinar busca fornecer alicerce teórico para o estudo empreendido, ao explorar a dificuldade e a abstração do conceito. A tese, no campo jurídico, (i) contrapõe as noções de confiança e boa-fé, (ii) discute como se dá a tutela da confiança pelo Direito brasileiro e (iii) destaca aspectos da regulação dos investimentos estrangeiros capazes de tutelar ou promover a confiança. A pesquisa empírica realizada ao final do trabalho aplica o H&B à análise do Direito, destacando as variáveis jurídicas consideradas essenciais à confiança do investidor no Brasil e analisando dissonâncias cognitivas a este respeito entre residentes e não residentes. / This thesis investigates foreign investors trust in Brazil, aiming at identifying theoretically and empirically its elementary aspects. It also intends to analyze the role played by Law at the creation and preservation of investors trust. From a theoretical standpoint, it discusses the rationality assumptions attributed to the economic man and reports alternative approaches for decision making other than rational choice. The work applies Behavioral Economics methodology, more specifically the Heuristics and Biases program, founded by Daniel Kahneman and Amos Tversky. The thesis also reviews interdisciplinary literature on trust, exploring the elusiveness of its concept. In addition, from a legal research perspective, it (i) compares the notions of trust and good-faith; (ii) discusses the legal grounds for trust protection under local law and (iii) points out regulatory mechanisms deemed capable of protecting or promoting trust. The empirical research presented at the end of the thesis illustrates how H&B may be applied to the analysis of Law, by assessing its role at promoting investors trust as well as assessing cognitive dissonances found among resident and non residents.

Esta tese realiza um estudo a respeito da confiança do investidor estrangeiro no Brasil, identificando teórica e empiricamente os aspectos jurídicos elementares à sua formação. A pesquisa tem como intuito analisar o papel do Direito tanto na geração quanto na proteção à confiança nutrida pelos investidores no País. Faz-se assim um percurso teórico que discute os pressupostos relacionados à racionalidade do homem econômico, sendo apresentadas algumas linhas críticas do paradigma de escolha racional. Dentre tais linhas, a Economia Comportamental é escolhida como opção metodológica do trabalho por fornecer uma visão alternativa para o estudo de tomada de decisão. Assim, com base no programa pesquisa Heuristics and Biases (H&B), fundado por Daniel Kahneman e Amos Tversky, avalia-se o processo de formação da confiança no Brasil. A revisão de literatura interdisciplinar busca fornecer alicerce teórico para o estudo empreendido, ao explorar a dificuldade e a abstração do conceito. A tese, no campo jurídico, (i) contrapõe as noções de confiança e boa-fé, (ii) discute como se dá a tutela da confiança pelo Direito brasileiro e (iii) destaca aspectos da regulação dos investimentos estrangeiros capazes de tutelar ou promover a confiança. A pesquisa empírica realizada ao final do trabalho aplica o H&B à análise do Direito, destacando as variáveis jurídicas consideradas essenciais à confiança do investidor no Brasil e analisando dissonâncias cognitivas a este respeito entre residentes e não residentes. / This thesis investigates foreign investors trust in Brazil, aiming at identifying theoretically and empirically its elementary aspects. It also intends to analyze the role played by Law at the creation and preservation of investors trust. From a theoretical standpoint, it discusses the rationality assumptions attributed to the economic man and reports alternative approaches for decision making other than rational choice. The work applies Behavioral Economics methodology, more specifically the Heuristics and Biases program, founded by Daniel Kahneman and Amos Tversky. The thesis also reviews interdisciplinary literature on trust, exploring the elusiveness of its concept. In addition, from a legal research perspective, it (i) compares the notions of trust and good-faith; (ii) discusses the legal grounds for trust protection under local law and (iii) points out regulatory mechanisms deemed capable of protecting or promoting trust. The empirical research presented at the end of the thesis illustrates how H&B may be applied to the analysis of Law, by assessing its role at promoting investors trust as well as assessing cognitive dissonances found among resident and non residents.

本研究的目的為研究國中九年級學生在學習機率單元前後，對於機率概念的了解與代表性偏誤、可利用性偏誤Kahneman＆Tversky(1974)）及結果取向判斷偏誤(Konold1989)的異同。主要採量的分析，以自訂的問卷評量工具對受試者進行筆試。研究之樣本為學過國小簡單機率的國中九年級學生，問卷實施的方式為筆試，研究過程設計了前測、後測兩份試卷，並在施測前進行預試來評估試題信度、效度。前測問卷施測目的在探討學生在教學前利用常識、直觀來解題所可能造成的機率偏誤。教學過後也進行後測問卷的施測，並利用前後兩次施測的結果，探討國中生在教學前後機率判斷偏誤上的差異性。本研究之對象為中學九年級學生，共148位學生來進行施測，研究者依學生數學分組教學之成績，分為高分群、中間群、低分群，依據性別和分群兩個變項來進行分析。分析結果發現： 1.性別變項無顯著差異，故教學過程中不用特別考慮性別差異。 2.分群分析結果如下： (1)結果取向 在一次投擲問題中，前、後測問卷分析結果發現，中、高分群前後測整體表現皆無偏誤的比例較低分群來的少。 (2)代表性偏誤 在代表性偏誤中的正時近效應與負時近效應的問題中，低分群在前、後測仍犯有偏誤比中、高分群前後測都犯有偏誤的比例來的高。而改變樣本空間問題中，中、高分群在前、後測皆沒有偏誤的比比例較低分群高。複合樣本問題中探討代表性偏誤，低分群在前、後測仍然有偏誤的比例較中、高分群前、後測犯有偏誤高。 (3)可利用性偏誤 三群在前、後測的綜合表現並無顯著差異。 / The study aims to explore the differences of judgmental heuristic and biases on representativeness, availability (Kahneman &Tversky, 1974) and outcome approach (Konold, 1989) in terms of comprehension of probability concepts by ninth graders before and after studying the subject. The results are based on a quantitative analysis of the data collected from two sets of paper-and-pencil self-designed questionnaires. Pre-test questionnaire is meant to explore students’ potential probability biases when they work out the problems based on their previous knowledge and intuition prior to any instruction, while post-test questionnaire is conducted after instruction. The subjects in our experiment are composed of one hundred and forty-eight ninth graders who have only learned some basic probability concepts in primary school, and are classified into high-, mid- and low-scorer groups based on their previous academic performance. The findings suggest that: 1. Gender effect is not significantly different, so there is no need to pay attention to the gender difference in teaching process. 2. The results of analyses for different groups are listed in what follows. (1) Outcome approach: In the problem of tossing a coin, the results of pre-test and post-test indicate that the proportion of subjects who are without biases is higher in mid- and high-scorers than that of low-scorers. (2) Representativeness bias: In the problem of positive recency effect and negative recency effect, the proportion of committing biases is higher in low-scorers than that of mid- and high-scorers in both pre- and post-tests. In the problem of changes in sample spaces, the proportion of lack of biases is higher in mid- and high-scorers than that of low-scorers. In the composite-event problem that deals with representative biases, the proportion of committing biases among low-scorers is higher than that of mid- and high-scorers in both pre- and post-tests. (3) Availability bias: There is no significant difference in the overall performance of pre- and post-tests among the three groups.

The understanding that humans are bounded in their rationality has been proven to manifest in complex decision making as a result of a limit in the amount of information available, the cognitive limitations of the mind and the amount of time available in which to make a decision. Because of this, humans have been known to appeal to heuristics and the rules of thumb (termed 'satisficing‘) when making decisions, resulting in biased probability judgments and not maximizing expected utility. Corporate application of bounded rationality is still very limited. This study builds on and advances the study and application of bounded rationality in corporate environments, using climate change response as a real-life situation, and in a circular fashion help explain some of the debates and paradoxes that agitate researchers from the climate change community. Using a mixed methods comparative case study of two organisations‘ responses to climate change, the study theorises that competitive market forces and the ability of organisations to learn from other organisations limits the levels of 'satisficing‘ in strategic decision making. Instead, the limited amount of information and the fear of the unknown cause organizations to approach the subject cautiously. A tactical interpretive climate change response framework emerges. / Business Management / D.B.L.