Objective:

To explore a theoretical and conceptual route that exhibits some moments in the evolution of Behavioral Economics (BE), through a variety of applications and obtained results, generated from the findings within this discipline. This method has become a useful tool in terms of public policy design in other regions of the world, but in Mexico is still an unexplored field, both in academia and in the governmental sphere, becoming an area of opportunity for these two instances.

Methodology:

Consisted in a review of literature on the subject, specific guides, conferences and articles from scientific journals.

Results:

It is verified that, with BE, is possible to complement the models of the mainstream economic with elements of psychology, generating an analytical pattern that confronts the anomalies of economic theory, with the findings of the individual economic behavior. From this, the knowledge on the subject of decision-making is broadened and, on this conceptual and methodological platform, government policies related to these effects can be redesigned eventually.

Limitations:

No literature was found that could shed light on the implementation of BE in Mexico's public policy, nor was experimentation or human capital formation detected for these purposes.

Conclusion:

There is a deficiency in the implementation of BE applications and methodology in our country. This makes it a fertile ground of opportunity, which results in a refinement of the understanding of human behavior, both in the academic field and for public policy designers.

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