Davranışsal Ekonomide Sosyal Normlar ve Norm Çıkarımı

Year 2024, , 170 - 197, 30.11.2024

Ayşen Edirneligil , Esra Tanhan

https://doi.org/10.54733/smar.1556085

Abstract

Klasik iktisadi modeller, “rasyonalite” varsayımı ile bireylerin iktisadi kararlarını rasyonel bir şekilde alacağı varsayımına dayanmaktadır. Ancak davranışsal ekonomi, bireylerin bilişsel kısıtlamalarını inceleyerek mevcut iktisadi modelleri geliştirmeyi amaçlamaktadır. Bu süreçte sosyal normlar önemli bir rol oynamaktadır. Sosyal normlar, topluluk içindeki yazılı olmayan kurallar ve ortak kabul edilen davranışları ifade etmektedir. Araştırmalar, sosyal normların bağış, vergi ödeme, işbirliği, tasarruf ve geri dönüşüm gibi kararlar üzerinde etkili olduğunu göstermektedir. Oyun teorisi modellerinde, bireysel seçimlerin karşılıklı bağımlılığı vurgulanarak, insanların başkalarının bir sosyal norma uyacağına inandıklarında, bunu takip etme olasılıklarının daha yüksek olduğu gözlenmektedir. Ayrıca oyun teorisi, beklenen davranıştan sapmaların sosyal yaptırımlara veya itibar kaybına neden olabileceği bir topluluk içinde normların nasıl denge işlevi gördüğünü açıklamaktadır. Bu noktada bireylerin normları nasıl algıladığı ve algıladıkları normlara nasıl tepki verdiğini anlamak önem teşkil etmektedir. Bireyler kendi deneyim ve ahlaki değerleriyle sosyal normlarla ilgili kişisel bir algı geliştirmekte ve bu durum sosyal normların çeşitlenmesine neden olmaktadır. Norm çıkarımı yöntemi, davranışsal ekonomide sosyal normların davranıştan ayrı olarak ölçülmesini sağlayarak bireylerin sosyal normlara karşı tutumlarının anlaşılmasını ve normlara dayalı davranışların tahmin edilmesine olanak tanımaktadır. Bu çalışma ile sosyal norm ve norm çıkarımı kavramlarının açıklanması ve davranışsal ekonomi alanında kullanımlarının incelenmesi amaçlanmaktadır.

Keywords

sosyal normlar, norm çıkarımı, davranışsal ekonomi, oyun teorisi

Social Norms and Norm Elicitation in Behavioral Economics

Abstract

Classical economic models assume individuals make rational decisions, but behavioral economics seeks to refine these models by considering cognitive limitations. A vital aspect of this refinement is the role of social norms—unwritten rules and commonly accepted behaviors within communities. Research indicates that social norms significantly influence decisions related to giving, tax compliance, cooperation, saving, and recycling. Game theory highlights the interconnectedness of individual choices, showing that people are more likely to adhere to social norms when they believe others will do the same. It also explains how norms counterbalance in communities, where deviations from expected behavior can result in social sanctions or reputational damage. Understanding how individuals perceive and respond to these norms is crucial. Personal experiences and moral values shape individual perceptions of social norms, leading to their diversity. Norm elicitation, a research method, explores how people interpret social norms and adjust their behaviors accordingly. The norm elicitation method enables researchers to understand individuals' attitudes toward social norms and to predict norm-based behaviors by allowing social norms to be measured separately from behavior in behavioral economics. This study aims to elucidate the concepts of social norms and norm elicitation, exploring their significance in behavioral economics.

Keywords

social norms, norm elicitation, behavioral economics, game theory

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