有限理性与产业组织理论研究的进展

Bounded Rationality and Industrial Organization:A Review

行为产业组织通过放松传统产业组织理论中有关参与人理性的假设,包括引入消费者有限理性和厂商有限理性两个角度,研究消费者行为、厂商商业模式以及在这一背景下传统反垄断政策的适用性。消费者有限理性的假设放松主要从三个方向出发,包括动态非一致性的消费者偏好、有限认知的消费者对复杂市场环境的应对和消费者决策的参考依赖。厂商的有限理性主要表现为有限认知、参考依赖、过度自信等方面。通过这两个方向的方式,行为产业组织理论对消费者行为和厂商商业模式提出了新的理论解释,并且为反垄断政策的制定提供了新的政策视角。

Behavioral industry organizations study consumer behavior,vendor business model and traditional antitrust in this context by relaxing the assumptions of participants' rationality in traditional industrial organization theory,including the introduction of consumers' and firms' bounded rationality.The applicability of the policy.The assumptions on consumers5 bounded rationality can mainly be concluded on three directions,including dynamic non-consistent consumer preferences,limited cognitive consumers' response to complex market environments,and reference dependence of decision-making.The assumptions on firms' bounded rationality are mainly characterized by limited cognition,reference dependence,and overconfidence.Through these two directions,behavioral industry organization theory provides a new theoretical explanation for consumer behaviors and firms' business models,providing a new perspective to the anti-monopoly policy authorities.