Purpose – The purpose of this paper is to provide alternatives to the economic man image of human behavior and incorporate these alternative images which are based on motivational needs into utility analysis. Design/methodology/approach – Empirically derived psychological variables define...

Purpose – The purpose of this paper is to provide alternatives to the economic man image of human behavior and incorporate these alternative images which are based on motivational needs into utility analysis. Design/methodology/approach – Empirically derived psychological variables define...

Throughout the history of economic thought, various images of human beings have existed although the motivational and behavioral assumptions underlying them and even the images themselves have not always been made explicit. The most prevalent image of man has been that of the economic man, but...

Throughout the history of economic thought, various images of human beings have existed although the motivational and behavioral assumptions underlying them and even the images themselves have not always been made explicit. The most prevalent image of man has been that of the economic man, but...

Provides an alternative to the usual approach of economists of simply assuming human nature and human economic behaviour to be of a particular type. Economics generally provides little explanation for the formation of preferences. Psychological motivation variables for giving and receiving will...