Microeconomics and Behaviour, 4e

PART 1: Introduction 

1 Thinking Like an Economist 

2 Supply and Demand 

3 Game Theory 

PART 2: The Theory of Consumer Behaviour 

4 Rational Consumer Choice 

5 Individual and Market Demand 

6 Applications of Rational Choice and Demand Theories 

7 Choice under Uncertainty and the Economics of Information 

8 Explaining Tastes: The Importance of Altruism and Other Non-Egoistic Behaviour 

9 Cognitive Limitations and Consumer Behaviour 

PART 3: The Theory of the Firm and Market Structure 

 10 Production 

11 Costs 

12 Perfect Competition 

13 Monopoly 

14 Imperfect Competition 

PART 4: Factor Markets 

15 Labour 

16 Capital 

PART 5: Externalities, Public Goods and Welfare 

17 General Equilibrium and Market Efficiency 

18 Externalities, Property Rights and the Coase Theorem 

19 Government

The fourth European edition of Microeconomics and Behaviour builds on its core analytical foundations, and embeds them in accessible and engaging real-world examples to demonstrate the relationship between economic thinking and analysis and human behaviour.

By blending theory with practical application, students are encouraged to think like economists and critically assess the technical tools of microeconomics and to find more interesting and innovative ways of applying them, ultimately developing a lasting interest in the discipline.


Key Features
• Fully updated chapters, with new and expanded material on the economics of happiness, halo and decoy effects, price discrimination, the gig economy and self-employment, and partial versus general equilibrium.

• Extensive pedagogical features including worked examples, key terms and definitions, in-chapter exercises, chapter summaries, and review questions to enhance understanding and retention

• Economic Naturalist examples illustrate how economic principles can explain everyday experiences and observations. New examples include: “Why does an efficient health service not do everything to keep people alive?”, “Why did Taylor Swift fans not sell their tickets for The Eras Tour?” and “Why do most cryptocurrencies fail within a few years?”


Connect® Resources
Available on McGraw Hill’s Connect®, the well-established online learning platform, which features our award-winning adaptive reading experience as well as resources to help faculty and institutions improve student outcomes and course delivery efficiency. To learn more, visit mheducation.co.uk/connect 
 Key Connect® features for this edition include:
• Economic Application Based Activities that provide students with valuable practice, using problem solving skills to apply their knowledge to realistic scenarios. Students’ progress from understanding basic concepts to using their knowledge to analyse complex scenarios and solve problems.

• Economic Naturalist graphing questions which have been developed to complement this key pedagogical feature from the textbook.

• Interactive Graphs that help students see the relevance of the subject matter by providing visual displays of real data for students to manipulate. All graphs are accompanied by assignable assessment questions and feedback for students.


Edward J. Cartwright is a Professor of Economics at De Montfort University in the UK. He is also Director of the Institute for Applied Economics and Social Value. One of his passions is the use of interactive classroom experiments in economics teaching. His research has focused primarily on cooperation and coordination in economic and social behaviour. 

Robert H. Frank is the Henrietta Johnson Louis Professor of Management and Professor of Economics at the Johnson Graduate School of Management at Cornell University, USA. He is also a Distinguished Senior fellow at Demos, USA. For more than a decade his ‘Economic View’ column appeared monthly in the New York Times. His research has focused on rivalry and cooperation in economic and social behaviour.


This European edition is originally based on the Microeconomics and Behavior text by Robert Frank.