Abstract
While the traditional branch of economics often assumes that people make decisions strictly to
maximize their material well-being, there are increasingly many works which deviate from this paradigm
and incorporate behavioral factors explicitly into economic analysis. A similar trend can also be
observed in the field of organizational economics, where more attention is paid to behavioral aspects of
incentive design in organizations. What issues are economists interested in, and how do they attempt to
approach those issues? In this article, we overview recent developents in this emerging field, with
particular focus on consequences which arise from the process of self-identification. We also discuss
potential future research topics and the possibility of interdisciplinary collaboration.
