シラバス Syllabus

授業名 Behavioral Economics
Course Title Behavioral Economics
担当教員 Instructor Name Qin Dan
コード Couse Code GLP108_G20N
授業形態 Class Type 講義 Regular course
授業形式 Class Format
単位 Credits 2
言語 Language EN
科目区分 Course Category
学位 Degree MSc in Management
開講情報 Terms / Location 2020 GSM Nagoya Spring

授業の概要　Course Overview

Misson Statementとの関係性 / Connection to our Mission Statement

授業の目的（意義） / Importance of this course

Behavioral economics studies psychological, cognitive, cultural, and social factors that shape the decision maker’s behavior in the economic environment. Behavioral economics offers models of behavioral patterns that are commonly observed but cannot be incorporated by classical economic theory. This course focuses on a selection of behavioral economic models that are essential in understanding consumer behavior. We will emphasize intuitions and real-life experience.

到達目標 / Achievement Goal


本授業の該当ラーニングゴール　Learning Goals

*本学の教育ミッションを具現化する形で設定されています。

LG1 Critical Thinking
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
LG7 Global Perspective (GLP)

受講後得られる具体的スキルや知識　Learning Outcomes


By the end of the course, you will be able to:

• Understand factors that can affect consumer choice.
• Make predictions of consumer behavior by taking into account various factors beyond price and quality.
• Design strategies in the market place based on models of behavioral economics.

SDGsとの関連性　Relevance to Sustainable Development Goals

教育手法　Teaching Method

教育手法 Teaching Method % of Course Time
インプット型 Traditional 30 %
参加者中心型 Participant-Centered Learning ケースメソッド Case Method 70 %
フィールドメソッド Field Method 0 %
合計 Total 100 %

事前学修と事後学修の内容、レポート、課題に対するフィードバック方法　Pre- and Post-Course Learning, Report, Feedback methods

Case reading and class discussion are the core parts of this course. Students are expected and required to read the case in advance and actively join the discussion. We will start the class with small group discussions, followed by class discussions and lecturing. There is no prerequisite. However, a basic understanding of introductory Microeconomics is desirable.
Grades are determined on the basis of in-class participation and the final report. Details about the final report will be given on the first day.
Final report
Deadline　　 ：By the last day of this course
Submission method：Please submit the report electronically via google classroom.

授業スケジュール　Course Schedule

第1日（Day1）

• Introduction
Group and class discussion on consumer behavior violating the rational choice hypothesis
The discussion emphasizes intuition and real-life experience.


●使用するケース
Choice: UBU (You Be You)--How Choice Operates in Consumer and Political Marketplaces, CCJB-HBS-7854BC

Bank tellers, Fighter pilots, and the limits of rationality, CCJB-HBS-3937BC

第2日（Day2）

• Status-quo bias
Group and class discussion on how ownership affects people’s valuation
• Everything is relative: Attraction effect
Group and class discussion on how some clearly inferior item affects people’s purchasing decision


●使用するケース
Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and Lifetime Value, CCJB-HBS-2088

第3日（Day3）

• Information and cognitive constraint
Group and class discussion on the limit of cognitive recourses and its implication over consumer behavior
• Take advantage with behavioral economics
Group and class discussion on how an understanding of behavioral economics can inform managerial decisions

●使用するケース
Lay's Potato Chips in Hungary (A): Creating Awareness and Building Brand Image at Product Launch, CCJB-INS-5334

第4日（Day4）

• Consumer behavior over the risky asset
Group and class discussion of consumer behavior over risky asset


●使用するケース
Chances Are? Course Selection at HBS and at Kellogg, CCJB-HBS-711417

第5日（Day5）



第6日（Day6）



第7日（Day7）



成績評価方法　Evaluation Criteria

*成績は下記該当項目を基に決定されます。
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。
講師用内規準拠 Method of Assessment Weights
コールドコール Cold Call 0 %
授業内での挙手発言 Class Contribution 70 %
クラス貢献度合計 Class Contribution Total 70 %
予習レポート Preparation Report 0 %
小テスト Quizzes / Tests 0 %
シミュレーション成績 Simulation 0 %
ケース試験 Case Exam 0 %
最終レポート Final Report 30 %
期末試験 Final Exam 0 %
参加者による相互評価 Peer Assessment 0 %
合計 Total 100 %

評価の留意事項　Notes on Evaluation Criteria

使用ケース一覧　List of Cases

    ケースは使用しません。

教科書　Textbook

  • Ariely D「Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions (The textbook is not necessary for this course)」Harper Perennial（2010）9780061353246

参考文献・資料　Additional Readings and Resource

Kahneman “Thinking, Fast and Slow” Penguin Group (2012) 978-0141033570

授業調査に対するコメント　Comment on Course Evaluation

N/A

担当教員のプロフィール　About the Instructor　


2015年早稲田大学経済学研究科博士後期終了。同年に早稲田大学より博士（経済学）を取得。その後、早稲田大学政治経済学部助手、東北大学経済学研究科准教授を経て、２０２０年より本学に着任。
Dr. Dan Qin is Associate Professor at NUCB. He received his Ph.D. in economics from Waseda University. He joined NUCB in 2020 after working as research associate at Waseda University and associate professor at Tohoku University. His main fields of interest are microeconomic theory and behavioral economics.



Refereed Articles

  • (2024) Differentiating roles of the reference alternative. Games and Economic Behavior
  • (2024) A simple model of two-system choice. Journal of Mathematical Economics
  • (2021) A Note on Numerical Representations of Nested System of Strict Partial Orders. Games
  • (2021) Exclusive shortlisting choice with reference. Economics Letters
  • (2020) A Note on Reference-Dependent Choice with Threshold Representation. The B.E. journal of theoretical economics






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