Globally irrational, locally rational? Localising behavioural economics for the Asian market
Elina HalonenThe Irrational Agency
View the presentation deck for this paper
Introduction
Behavioural economics has been one of the big trends in market research for the past couple of years. Insights from BE are often portrayed as universal human tendencies despite the fact that 96% of psychology research is based on populations in Western countries. If culture influences how people think, can we use BE the same way in Asia? This paper will help in understanding the ways in which culture can affect biases and heuristics,...