Calling time on binge drinking: Behavioural economics uncovers the hidden influences behind binge drinking
Orlando Wood, Alain Samson, Peter Harrison and Alex BatchelorBrainJuicer
Abstract
Traditional economists would have us believe that people are rational, utility-maximising, cost-minimising and socially isolated individuals with stable preferences. This view also pervades market research and our practices, but is being challenged by a relatively new field in the social sciences, known as Behavioural Economics (BE). Influenced by BE and related psychological theories, this paper provides a new behavioural model that identifies some of the influences on our behaviour that the research industry regularly overlooks....