The fourth European edition of Microeconomics and Behaviour builds on its core analytical
foundations and embeds them in accessible and engaging real-world examples to demonstrate the
relationship between economic thinking and analysis and human behaviour. By blending theory
with practical application students are encouraged to think like economists and critically
assess the technical tools of microeconomics and to find more interesting and innovative ways
of applying them ultimately developing a lasting interest in the discipline. Key Features ¿
Fully updated chapters with new and expanded material on the economics of happiness halo and
decoy effects price discrimination the gig economy and self-employment and partial versus
general equilibrium. ¿ Extensive pedagogical features including worked examples key terms and
definitions in-chapter exercises chapter summaries and review questions to enhance
understanding and retention ¿ Economic Naturalist examples illustrate how economic principles
can explain everyday experiences and observations. New examples include: "Why does an efficient
health service not do everything to keep people alive?" "Why did Taylor Swift fans not sell
their tickets for The Eras Tour?" and "Why do most cryptocurrencies fail within a few years?"
Connect® Resources Available on McGraw Hill's Connect® the well-established online learning
platform which features our award-winning adaptive reading experience as well as resources to
help faculty and institutions improve student outcomes and course delivery efficiency. To learn
more visit mheducation.co.uk connect Key Connect® features for this edition include: ¿
Economic Application Based Activities that provide students with valuable practice using
problem solving skills to apply their knowledge to realistic scenarios. Students' progress from
understanding basic concepts to using their knowledge to analyse complex scenarios and solve
problems. ¿ Economic Naturalist graphing questions which have been developed to complement
this key pedagogical feature from the textbook. ¿ Interactive Graphs that help students see
the relevance of the subject matter by providing visual displays of real data for students to
manipulate. All graphs are accompanied by assignable assessment questions and feedback for
students. Edward J. Cartwright is a Professor of Economics at De Montfort University in the
UK. He is also Director of the Institute for Applied Economics and Social Value. One of his
passions is the use of interactive classroom experiments in economics teaching. His research
has focused primarily on cooperation and coordination in economic and social behaviour.
Robert H. Frank is the Henrietta Johnson Louis Professor of Management and Professor of
Economics at the Johnson Graduate School of Management at Cornell University USA. He is also a
Distinguished Senior fellow at Demos USA. For more than a decade his 'Economic View' column
appeared monthly in the New York Times. His research has focused on rivalry and cooperation in
economic and social behaviour. This European edition is originally based on the Microeconomics
and Behavior text by Robert Frank.
