Economics, Psychology, and the History of Consumer Choice Theory Paper for Conference on The History of Recent Economics (HISRECO) University of Paris X June 22-24, 2007 D. Wade Hands Department of Economics University of Puget Sound Tacoma, WA 98416 USA
[email protected] May 2007 Version 2.0 13,693 Words Draft for discussion purposes only. Please do not quote. Earlier versions of this paper were presented at the European Association for Evolutionary Political Economy Conference in Istanbul, Turkey, in November 2006 and at the Whittemore School of Business and Economics, University of New Hampshire, in February 2007. I would like to thank John Davis, Harro Maas, and a number of people in the audience at Istanbul and UNH for helpful comments. 0. Introduction The relationship between psychology and consumer choice theory has been long and tumultuous: a veritable seesaw of estrangement and warm reconciliation. Starting with the British neoclassicism of Jevons and Edgeworth, and moving to contemporary economic theory, it appears that psychology was quite in, then clearly out, and now (possibly) coming back in. If one moves farther back in time and takes the view that the classical tradition was grounded in a natural – and thus non-social, non-mental, and non– psychological – order (Schabas 2005), then the scorecard becomes out, in, out, and (possibly) back in. A tumultuous relationship indeed. The purpose of this paper is to provide a critical examination of this turbulent relationship. The argument is presented in three parts. The first section provides a summary of the standard story about the relationship between psychology and consumer choice theory from the early neoclassicals to the present time.