Self is Never Neutral: Why Economic Agents Behave Irrationally

Modern economics understands utility from the concept of decision utility inferred from individual choice making. It explains agents' decisions or choices in turn by the paradigm of utility maximizing. From our perspective, however, this is a fatal mistake because economic agents do not always choose what they really want in order to maintain their "self-value." In fact, subjects are never neutral. When agents are not able to obtain something they want, they downplay its desirability in order to get psychological satisfaction. But when they are forced to accept what they do not want, they try to rationalize that they really did want it, again in order to save face. Although such "irrational" behavior may decrease economic utility, it gives agents psychological satisfaction and subjective comfort, thus increasing their immaterial utility. In this sense, agents remain rational when conducting such behaviors, even though they run directly contrary to neoclassical rationality concepts.