One of Martin's earlier links, this is getting a promotion to a full post as it truly deserves a wider audience. Understanding the forces that lead people to make different types of financial decisions is a key aspect of behavioural economics. In recent years, many top scholars such as Richard Thaler have even begun to make recommendations about how to encourage savings and pension coverage based on this literature. I have been trying to think of what theory of financial decision making would have motivated this 1970s banking commercial. Forget designing choice architecture folks. Just make the music cheesy enough and remember to repeat the name of the institution over and over again.
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