Template-Type: ReDIF-Article 1.0
Author-Name: Mohamed ROUCHDY
Author-Email: mohamed.rouchdy@uit.ac.ma
Author-Workplace-Name: National School of Business and Management, Ibn Tofail University of Kenitra, Morocco
Author-Name: Ahlam QAFAS
Author-Email: Ahlam.qafas@gmail.com
Author-Workplace-Name: National School of Business and Management, Ibn Tofail University of Kenitra, Morocco
Author-Name: Mounir JERRY
Author-Email: jemounir@yahoo.fr
Author-Workplace-Name: Faculty of Economics and Management, Ibn Tofail University of Kenitra, Morocco
Author-Name: Marouane MKIK
Author-Email: Mkik.marouane@gmail.com
Author-Workplace-Name: Institute of Nursing Professions and Health Techniques of Rabat, Morocco
Title: The consumer in the light of experimental economics from investigation to neuronal analysis
Abstract: Experimental economics has sparked a revolution against the neoclassical theory of microeconomic consumption by aiming to uncover the motivations driving consumer choice. Unlike the traditional approach, which portrays humans in a normative, abstract, and mechanistic manner, experimental economics leverages advancements in technology and methodology. These advancements enable researchers to subject human behavior to experimentation under adjustable and controlled conditions, thereby challenging the validity of the homo economicus postulates, most of which are found to be inaccurate. Furthermore, the progress in this field is propelled by neuroscience, which aids specialists in understanding behavior by correlating it with brain activities. The primary objective of this article is to trace the evolution toward modeling consumer behavior, illuminated by the insights of experimental economics.   Keywords: Experimental economics; investigation; neuroeconomics; behaviour ; consumer. Classification JEL:  D12 Paper type: Theoretical Research
Journal: International Journal of Accounting, Finance, Auditing, Management and Economics
Pages: 474-486
Volume: 5
Issue: 3
Year: 2024
File-URL: https://ijafame.org/index.php/ijafame/article/view/1341
File-Format: text/html
File-URL: https://ijafame.org/index.php/ijafame/article/view/1341/1340
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Handle: RePEc:aoa:journl:v:5:y:2024:i:3:p:474-486