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新古典经济学及现代主流经济学消费者行为理论均建立在偏好稳定的假设基础之上,由于与现实中的消费者选择行为相背离,因此,遭受到很多批评与责难。现代西方经济理论的发展趋势表明:以新古典的效用理论及现代主流偏好理论为研究基础,将制度的、社会的、生物的以及心理的因素纳入进来,分析偏好的形成、决定及偏好的演化,不仅具有很强的理论意义,也将成为一种不可阻挡的经济理论研究趋势。因此,结合行为经济学、生物学与心理学等学科的最新研究成果,对制度约束下偏好的形成与演化进行反思探讨,并修正提出新的消费模型,是个艰难而又具有理论价值和实践价值的工作。
Both neoclassical economics and modern mainstream economics consumer behavior theory are based on the assumption of stable preferences. They are subject to many criticisms and censures because of their departure from the actual consumer choice behavior. The development trend of the modern western economic theory shows that taking the neoclassical utility theory and the modern mainstream preference theory as the research foundation, this paper incorporates institutional, social, biological and psychological factors and analyzes the formation, decision and preference evolution of preference , Not only has a strong theoretical significance, will also become an irresistible trend of economic theory. Therefore, combining with the latest research results of behavioral economics, biology and psychology, it is difficult to reconsider the formation of a new consumer model with the formation and evolution of preferences under the institutional constraints, which is difficult and has theoretical and practical value work.