BEE LAB - Zagreb School of Economics and Management




MISSION: Delivering cutting-edge academic and impactful research with applications for businesses and societies.

For almost a century, the ideal of rationality was used as a yardstick for measuring, predicting and explaining behavior of real people and organizations. Principles of economic analysis  were inspired by the mathematical rigor and elegance of the natural sciences – particularly physics – where many theories and models were founded on empirically untested assumptions, usually completely uninformed by emergent insights from other social sciences such as psychology or sociology. The resulting neoclassical paradigm, only up until recently overwhelmingly prevalent in economic sciences, fails to explain and predict real human behavior of individuals and groups.

Current advances in behavioral science – primarily psychology and neuroscience – opened the black box of the mind and liberated social sciences from the assumption of folk wisdom about soul and identity. Studies indicated regularities in human cognitive apparatus and how cognitive biases and fallacies affect market outcomes. Decision processes are governed by heuristics, often made in social context where optimal strategies may not only be determined by self-interest. Additionaly, the actions of individuals are often affected by emotions or framed by their identity, shaped by their values and interaction within and between their social groups.

In a world abundant in information, rife with technological advances and disruptive innovations, changes that will largely affect individuals and social wellbeing will be psychological, not technological in nature. Therefore, the only true way to improve and sustain individual and social wellbeing is one who has a broader picture and who, without intellectual pride, from various practical and scientific disciplines combine knowledge to create new value.

Laboratory for behavioral economics aims to address the complexity of human behavior through interdisciplinary research spanning from social sciences such as pyschology, sociology, anthropology, to economics and finance. Yet, we are aware that quality science can only be produced with superior metholodogy. For a fully interdisciplinary approach, we aim to add insights from transdisciplinary fields such as econophysics, social physics, game theory and complex adaptive systems. Our aspirations are mirrored in the diverse ensemble of experts in our lab who design and conduct research using state of the art methodology and  contribute to the development of behavioral sciences applied to economic behavior and public policy.

We solve problems.

With science.


  • Disseminate the ideas of behavioural science to help improve wellbeing of individuals and societies
  • Conduct interdisciplinary research in the field of behavioral economics
  • Publish works in high-quality national and international scientific journals
  • Cooperate with a broad spectrum of profit and non-for-profit institutions
  • Implement innovative ways of addressing problems in people’s behaviour, organizational and social problems
  • Serve as a think-tank for the interested public – students, firms, institutions


  • International Scientific Conference
  • Public forums on Behavioral economics topics
  • Student conference (publication of the best student papers)
  • Organizing and conducting experiments


  • Behavioral Economics
  • Consumer Behavior
  • Organizational Behavior
  • Social psychology
  • Change management (MBA)

Executive education

  • Managerial Decision Making
  • Psychological Aspects of Decision Making
  • People analytics
  • Behavioral design

Tailor-made research

  • Consumer research
  • Organizational research
  • Business experiments
  • Consulting services


  • Musura, A., Pribičević, V. i Bušljeta Banks, I. (2017). To save or not to save? Content analysis under the Mindset theory of action phases. Presented at 1st International Scientific Conference on Economics in a Changing World, Umag, Croatia.
  • Mušura, A. i Petrovečki, K. (2015). Mental Accounting and Related Categorizations in the Context of Self-regulation. Presented at International Scientific Virtual Conference “Business Psychology – Gateway to Sustainable and Successful Business”, RISEBA, Latvia
  • Mušura, A. i Gamulin, L. (2014). Investors Susceptibility to Heuristics And Some Individual Differences. Presented at International conference of European economy, organizirano od strane Polish Economic Society, Warszawa, Poland
  • Mušura, A. i Šimac, A. (2014). Investors Decision Making Style, Resistance to Framing and Some Individual Differences. Presented at 2nd International OFEL Conference, Dubrovnik, Croatia
  • Mušura, A. (2013). Mentalno računovodstvo u kontekstu samoregulacije i potrebe za spoznajom. Prezentirano na 21. Godišnjoj konferenciji hrvatskih psihologa sa međunarodnim sudjelovanjem, Zagreb, Croatia



Dr. Sc. Andrijana Mušura Gabor

Dr. Sc. Andrijana Mušura Gabor

E-mail: [email protected]

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