■ Beautiful condition with obi (sash) ■ Book Overview Behavioral economics is a field of economics that deals with individual psychology, making it easy to understand even for those with zero prior knowledge, and is a useful topic for actual business applications. By studying the irrational decision-making methods of humans, which are the subject of behavioral economics research, you can apply this knowledge to sales and planning roles. For example, displaying the real-time number of viewers on a hotel booking site is an application of behavioral economics, as it makes people think, "This must be a good hotel if so many people are looking at it," or "I might miss out if I don't hurry," thus encouraging them to make a reservation. This book easily illustrates the basic concepts of behavioral economics with illustrations and diagrams, and introduces methods for applying them to business and life with abundant examples. As the series concept states, "You can have conversations and explanations just by looking," reading this book will enable you to propose strategies and plans from a behavioral economics perspective. The author is Professor Makoto Abe, a professor at the University of Tokyo, who has written numerous books including "Dangerous Marketing Taught by a University of Tokyo Professor" (KADOKAWA). This is a book on behavioral economics for business people, presented by a leading researcher in marketing who focuses on individual psychology.