CHEGARALANGAN RATSIONALLIK VA ISTE’MOL: EHTIYOJLAR, ISTAKLAR VA ISTE’MOLCHI QARORLARI
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Xulq-atvor iqtisodiyoti, cheklangan ratsionallik, iste'mol, ehtiyojlar, istaklar##article.abstract##
Iqtisodiy modellar odamlarning o'zini mukammal darajada oqilona tutishi haqidagi taxminga asoslanadi. Biroq, real hayotda odamlar mukammal ratsionallik bilan harakat qilmasligi kuzatiladi. Xulq-atvor iqtisodi odamlarning cheklangan ratsionallik bilan harakat qilishini ta'kidlaydi. Bu yondashuv odamlarning cheklangan axborot, vaqt va resurslarga, shuningdek, hissiy va intuitiv tendensiyalarga ega ekanligini ta'kidlaydi. Neoklassik iqtisod mukammal ratsionallik tamoyiliga asoslangan holda, shaxslar to'liq ma'lumotga ega bo'lib, o'z manfaatlarini ko'zlab harakat qiladi, deb taxmin qilinaadi. Biroq, bu taxmin shaxslarning hissiy omillari yoki ongsiz jarayonlarini e'tiborsiz qoldiradi. Masalan, o'yin nazariyasidagi mahbusning dilemmasi shuni ko'rsatadiki, hatto shaxslar o'z manfaatlarini ko'zlab harakat qilsalar ham, bu jamiyat uchun eng yomon oqibatlarga olib kelishi mumkin.
Bugungi kunda iste'molchilar ko'plab omillar ta'sirida qaror qabul qilishadi. Neoklassik iqtisod bu murakkab voqelikni aks ettira olmasligi mumkin. Xulq-atvor iqtisodiyoti odamlarning cheklangan ratsionallik bilan harakat qilishini tan oladi va bu konsepsiya iste'molchilar o'z qarorlarini qabul qilishda cheklovlarga duch kelishlarini anglatadi. Bu iqtisodiy modellarni real dunyoga moslashtirish maqsadiga xizmat qiladi.
Nihoyat, iqtisodiyot, sotsiologiya va psixologiya kabi fanlarning hamkorligi inson xulq-atvorini yanada kengroq o‘rganish imkonini beradi. Xulq-atvor iqtisodiyoti iqtisodiy qarorlar psixologik, sotsiologik va fiziologik omillar bilan ham shakllantirilishini ta'kidlaydi. Ushbu tadqiqotda iste'molchi xatti-harakatlarining asoslari va uning cheklangan ratsionallik bilan aloqasi batafsil ko'rib chiqiladi.
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