Для цитирования:
Семенова, Д. В., Молодчик, М. А. (2025). Эволюция дискурсов о готовности потребителей платить: от неоклассики к нейроэкономике. AlterEconomics, 22(2), 161–184. https://doi.org/10.31063/AlterEconomics/2025.22-2.1
Аннотация:
Исследование посвящено анализу эволюции научных дискурсов о готовности платить, которые прошли через три этапа, отражающих смену парадигм в экономике и смежных дисциплинах. Анализ проведен на основе систематического обзора 91 публикации, отобранной через поисковые системы Google Scholar и е-Library. Результаты показали, что на первом этапе неоклассический дискурс рассматривал готовность платить как объективную меру предельной полезности в условиях рационального выбора. Несмотря на строгую формализацию, этот подход критиковался за игнорирование когнитивных ограничений и социальных факторов. Далее поведенческий дискурс ввел понятие систематических искажений в оценке ценности. Его преимуществом стала высокая объясняющая сила, а недостатком — фрагментарность моделей, затрудняющая прогнозирование. На третьем этапе нейроэкономический дискурс сместил фокус внимания на биологические механизмы принятия решений, используя методы нейронауки. В статье подчеркнуто, что смена дискурсов сопровождалась трансформацией методов измерения готовности платить: от гипотетических опросов (риск субъективности) до экспериментов, фиксирующих реальное поведение и физиологические реакции. Научный вклад исследования заключается в систематизации теоретических основ и методологических подходов к изучению готовности платить, а также в определении перспектив развития данного раздела теории потребительского поведения. Практическая значимость исследования состоит в углублении междисциплинарного подхода к оценке готовности платить в контексте цифровой экономики, а также более точного прогнозирования потребительского поведения.
Семенова Дарья Владимировна — младший научный сотрудник Центра когнитивных нейронаук и Международной лаборатории экономики нематериальных активов, преподаватель Департамента экономики и финансов, Национальный исследовательский университет «Высшая школа экономики»; https://orcid.org/0000-0001-7589-6321 (Российская Федерация, 614000, г. Пермь, ул. Студенческая, д. 38; e-mail: DVTeterina@hse.ru).
Молодчик Мария Анатольевна — доктор экономических наук, старший научный сотрудник Международной лаборатории экономики нематериальных активов, профессор Департамента экономики и финансов, Национальный исследовательский университет «Высшая школа экономики»; https://orcid.org/0000-0001-7128-9030 (Российская Федерация, 614000, г. Пермь, ул. Студенческая, д. 38; e-mail: mmolodchik@hse.ru).
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