Identity Economics
A great strength of economics is its ability to examine how decisions are made from the point of view of decision makers. But in most economic analysis, the decision makers’ point of view is quite narrow, for it ignores the key role of people's identities and social norms in shaping motivations.
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BERKELEY and DURHAM – A great strength of economics is its ability to examine how decisions are made from the point of view of decision makers. For example, economics can explain in this way why consumers buy what they do. It also offers a perspective on why employees work for some employers and not others, why they work as hard as they do, and, indeed, why they go to work at all.