4.1.2 Individual economic decision making
"Think of a recent decision that you needed to make. Discuss how insights and tools from economic theory and analysis might have been helpful in making the decision." [Essay Competition- awarded a certificate of commendation and a trip to Cambridge ] Sitting with my family at our favorite restaurant, I was confronted with a menu and faced with what seemed like a simple task: choosing what to eat. As I scanned through the options, I quickly realised this was anything but easy; with so many choices and limited time, I found myself applying economics to make the best decision I could. When choosing a drink from the menu, I understood how several principles of behavioral economics had been implemented, and I was not to be fooled! I immediately noticed price anchoring was being used; the presence of a higher price option which acts as an anchor, making the other drinks seem relatively cheaper. If I originally thought £2.50 was expensive for a soft drink, seeing £20.00 at the st...