Gonville and Caius College, Cambridge CB2 1TA, UK.
Philos Trans R Soc Lond B Biol Sci. 2010 Jan 27;365(1538):281-90. doi: 10.1098/rstb.2009.0169.
Typically, modern economics has steered away from the analysis of sociological and psychological factors and has focused on narrow behavioural assumptions in which expectations are formed on the basis of mathematical algorithms. Blending together ideas from the social and behavioural sciences, this paper argues that the behavioural approach adopted in most economic analysis, in its neglect of sociological and psychological forces and its simplistically dichotomous categorization of behaviour as either rational or not rational, is too narrow and stark. Behaviour may reflect an interaction of cognitive and emotional factors and this can be captured more effectively using an approach that focuses on the interplay of different decision-making systems. In understanding the mechanisms affecting economic and financial decision-making, an interdisciplinary approach is needed which incorporates ideas from a range of disciplines including sociology, economic psychology, evolutionary biology and neuroeconomics.
通常情况下，现代经济学避开了对社会学和心理学因素的分析，专注于狭隘的行为假设，其中预期是基于数学算法形成的。本文从社会和行为科学汲取灵感，认为在大多数经济分析中所采用的行为方法过于狭隘和生硬，因为它忽视了社会学和心理学的力量，并且简单地将行为分为理性或非理性。行为可能反映了认知和情感因素的相互作用，而使用关注不同决策系统相互作用的方法可以更有效地捕捉到这一点。在理解影响经济和金融决策的机制时，需要采用跨学科的方法，将社会学、经济心理学、进化生物学和神经经济学等一系列学科的观点纳入其中。
