We discuss the literatures on behavioral economics, bounded rationality and experimental economics as they apply to firm behavior in markets. Topics discussed include the impact of imitative and satisficing behavior by firms, outcomes when managers care about their position relative to peers,...

We analyze how subjects’ self-assessment depends on whether its accuracy is observable to others. We find that women downgrade their selfassessment given observability while men do not. Women avoid the shame they may have if others observe that they overestimated themselves. Men, however, do...

The article presents an experiment that illustrates a behavior that I denote “relative thinking.” Subjects in the experiment revealed the minimal price difference for which they were willing to spend 20 minutes and go to a cheaper store. Five different goods and nine different prices were...