Behavioral Economics Research on Cosmetics Brand Awareness

As premising the complete rationality, the current mainstream economics explains that when human beings seek for private benefits continuously, that will eventually bring other benefits to the entire society. However, these phenomenons such as market failure, governmental failure and others had occurred, and that constantly raised a doubt over the premise on the rational humans. According to the arguments of behavioral economics, humans are these beings that are rational on one side and psychological on the other side. That is why irrational acts of economic units and inefficiency of markets are being explained with habits, emotions, attitudes and others of humans.