Abstract

More than 100 years ago, Herbert A. Simon wrote the book “The sciences of the artificial” (1916) where he presented Economics as an artificial science. Even though back then the mainstream economics promoted the idea of <homo economicus>, Simon’s perspective of man was as one of an artificial system, characterized by a bounded rationality whose behavior depends on his inner and outer environment. Later, in the 70’s Daniel Kahneman and Amos Tversky investigated more on the limitation of human rationality and built, based on empirical studies, the maps of bounded rationality. Later, Richard H. Thaler introduced the concept of nudge, as a way to improve people’s choices by using the knowledge about their limited rationality and using it to direct their behavior in the direction in which they would have behaved if they were rational.

This articles treats human behavior through the lens of ergonomics, a scientific discipline concerned with the understanding of interactions among humans and other elements of a system, and the profession that applies theory, principles, data and methods to design in order to optimize human well-being and overall system performance. We adopt the perspective of the man as an interface between his inner and outer environment and describe how behavioral economics developed a different perspective about human choice in contrast with the one promoted by standard economics.

中文翻译：

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人类选择的人机工程学

摘要

一百多年前，赫伯特·西蒙（Herbert A. Simon）撰写了《人工科学》（1916年）一书，将经济学作为一门人工科学。即使当时主流经济学提倡“人类经济学”的概念，西蒙对人的看法仍是一种人工系统，其特征是有限的理性，其行为取决于他的内在和外在环境。后来，在70年代，丹尼尔·卡尼曼（Daniel Kahneman）和阿莫斯·特维尔斯基（Amos Tversky）对人类理性的局限性进行了更多研究，并基于经验研究建立了有限理性的地图。后来，理查德·H·泰勒（Richard H. Thaler）引入了微移的概念，以此作为一种方法，通过利用有关有限理性的知识，并根据人们理性的行为将其行为引导到他们会表现出的行为方向，从而改善人们的选择。

本文通过人机工程学，关注人类与系统其他元素之间相互作用的科学学科以及应用理论，原理，数据和方法来设计以优化人类健康的专业来对待人类行为。和整体系统性能。我们将人的观点作为他的内在和外在环境之间的接口，并描述了行为经济学与标准经济学所提倡的观点相比，是如何发展出关于人的选择的不同观点的。