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سواء كنت تقرأ هذه السطور صباحًا أو مساءً، ستجد نفسك محاطا بحملات التوعية التي تدعوك لتحسين حياتك، وترشيد قراراتك. لكن هل تساءلت يوما لماذا تفشل هذه الحملات غالبا في إحداث تغيير حقيقي؟
في هذا الكتاب المثير للتفكير، يكشف الدكتور أحمد حسن النجار، الخبير المالي والاقتصادي، القوى الخفية التي تشكل قراراتنا وتحرك تصرفاتنا الاقتصادية.
من خلال أمثلة واقعية ودراسات حالة، يُقدم هذا الكتاب دليلا شاملا لفهم كيفية عمل العقل البشري، وكيفية تسخير معارف الاقتصاد السلوكي لإحداث تغيير إيجابي
في حياتنا ومجتمعاتنا.
سواء كنت صانع سياسات أو ممارسًا في مجال من المجالات، أو حتى فردا يسعى إلى تحقيق تغيير إيجابي في حياته أو دائرته سيقدم لك هذا الكتاب أفكارًا مستمدة من تجارب واقعية وممارسات عملية استخدمت فيها رؤى الاقتصاد السلوكي وأدواته، وحققت نتائج ملموسة وإيجابية.
كما يقدم لك هذا الكتاب دليلا شاملا لكيفية تصميم وتنفيذ تدخلات سلوكية ناجحة ضمن سياسات فعّالة قائمة على أسس علمية، وخبرات عالمية، وكيفية تقييم جدواها من المنظور الاقتصادي.
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