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现代经济从本质上已经成为一种人文现象。消费理论作为最直接体现人的利益与个体需要的理论,在古典经济学那里被赋予了更多的人文色彩,而在新古典经济学那里,则被抽象为理性经济人追求效用最大化的机械理论,新古典对消费者脱离现实的抽象在行为经济学那里得到矫正,消费理论重新关注社会文化结构等社会因素对消费者行为的影响。从古典、新古典到行为经济学,消费理论从最初具有浓厚人文精神到对这种精神的背离和回归的发展历程,折射出现代经济学的主题和核心也转向了对“人及其行为”的关注。
The modern economy has essentially become a human phenomenon. As the most direct theory of human interests and individual needs, consumer theory has been given more humanistic color in classical economics, while in neoclassical economics, it has been abstracted as the machinery that the rational economic man pursues the utility maximization The theory that the neoclassical abstraction of consumers from reality is corrected in behavioral economics, and consumer theory re-focuses on the influence of social factors such as social and cultural structures on consumer behavior. From the classical, neoclassical to behavioral economics, the evolution of consumer theory from the initial humanistic spirit to the departure from and regression from such spirit, the theme and core of modern economics are also turned to the “people and their behavior ”s concern.