علوم شناختی رویکردی برای تبیین رفتار اقتصادی مصرف‌کننده

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار گروه اقتصاد دانشگاه تبریز

2 استاد گروه اقتصاد دانشگاه تبریز

3 دانشجوی دکترا

چکیده

رفتار مصرف‌کننده از جمله مهم‌ترین موضوعات مورد بحث در اقتصاد خرد است. در اقتصاد نئوکلاسیک، فرض می‌شود رفتار انسان‌ها برای رسیدن به هدف، بر عقلانیت محض مبتنیباشد، در حالی که سایمون، مفروضات پارادایم نئوکلاسیک‌ها را نقد کرده و عقلانیت محدود را مطرح می‌کند. چرا که انسان به دلیل مواجهه با عدم قطعیت و نبود دسترسی به اطلاعات آینده، دارای محدودیت‌های شناختی است، به گونه‌ای که نمی‌تواند بر طبق پیش‌بینی اقتصاد نئوکلاسیک، عاقلانه و منطقی تصمیم بگیرد، بنابراین بر اساس مطالعات انجام گرفته در این زمینه می‌توان گفت که رفتار انسان متأثر از هر دو عامل شهودی و عامل استدلالی است و این‌طور نیست که انسان کاملا به صورت عقلانی رفتار می‌کند. 
هدف از مقاله این است که رفتار مصرف­کننده را از چهار رویکردهای متفاوت اقتصادی، روانشناسی، جامعه‌شناسی و علوم شناختی بررسی کند. مهم‌ترین دیدگاهی که طی سالیان اخیر توجه زیادی به خود جلب کرده، دیدگاه علوم شناختی است که در زمینه‌ی درک و فهم مغز و ذهن انسان که اطلاعات را دریافت، نگهداری و پردازش می­کند، می‌باشد. تمرکز این علم بر استدلال، ادراک، حافظه، آگاهی، احساسات، توجه، هشیاری، خلاقیت، استفاده از زبان و ارتباط میان آنهاست که برای پی بردن به توانایی مغز و ذهن انسان به کار گرفته می‌شود.

کلیدواژه‌ها


عنوان مقاله [English]

Cognitive economics as a new approach in explaining consumer economic behaviors

نویسندگان [English]

  • Parviz Mohammadzadeh 1
  • Mohammad Bagher Beheshti 2
1 Faculty member
2 Faculty member
3 PhD student
چکیده [English]

Consumer behavior is the most important issues in microeconomics. In neoclassical economics it is assumed that in order to reach the goals, human behavior is based on absolute rationality. While, Simon criticizes the paradigm assumptions of neoclassic school and introduces the bounded rationality. Since, because of uncertainty and lack of access to enough information, human faces with limited cognitive. So that cannot decide rationally, according to neoclassical economics predictions. So, based on the studies in this field, we can say that human behavior is affected by the intuitional and reasoning factors. The purpose of this paper is to discuss consumer behavior with a different approach and to mention the critics that are posed to neoclassical economics. The purpose of this paper is to discuss the consumer behavior by using four approaches of economics, psychology, social science and cognitive science. The most important approach which, in recent years, absorb a lot of attention, is cognitive science that attempt to percept human brain and mind which receipts, keeps and process the information. This science focuses on reasoning, perception, retention, cognizance, emotions, attention, awareness, creativity and connection between them which are used to understand the ability of the human brain. The purpose of this paper is to illustrate the function of cognitive science in consumers' behavior as an important matter in economics.
JEL Classification: B21، D03، D11

کلیدواژه‌ها [English]

  • cognitive science
  • consumer behavior theory
  • bounded rationality
  • absolute rationality
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