พฤติกรรมการตัดสินใจที่ไร้เหตุผลทางเศรษฐศาสตร์สำหรับการเลือกคณะในระดับอุดมศึกษา

Abstract

There are several researches about students’ decision behavior for choosing major in higher education in Thailand are a lot of number but the experimental research which test the difference effect of money incentive (Market norms) and non-market incentive (Social norms) following Heyman&Ariely (2004) has not been done. The Objective of this study is to examine the effect of different incentive on decision making and effort. The sample was 2,171 high school students using a behavioral economic experiment. The result showed that students’ decision behavior were inconsistent with economic rationality assumption. Money incentive was lower efficacy than non-money incentive. Students with non-money incentive or social norms had higher effort and compensation than students with money incentive or market norms. Moreover, Score and teachers’ suggestion had larger impact on students’ decision more than their preference. This study suggests that economic study should be aware about real human behavior which is not always base on economic rational assumption for developing economic knowledge which conforms to real human behavior. Moreover, Thai education system should increase support of the process that helps the student to find their real preference and identity in order to reduce wrong decision and education lost.