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Identity Economics provides an important and compelling new way to understand human behavior, revealing how our identities - and not just economic incentives - influence our decisions. Nobel Prize - winning economist George Akerlof and Rachel Kranton explain how our conception of who we are and who we want to be may shape our economic lives more than any other factor, affecting how hard we work, and how we learn, spend, and save.
Identity Economics also shows how others' perceptions of our identity can crucially determine our economic well-being. By demonstrating the ways identity and social norms guide economic behavior, Akerlof and Kranton present a powerful challenge to conventional economics - and our everyday assumptions about human behavior.