| Animal spirits; the psychology of the enterprise (*) | Axioms | Basic needs philosophy | Bounded rationality |
| Brand loyalty | Consumer’s surplus (*) (analyzed but not fully) | Expectations = beliefs or views on future values of economic variables | Expected utility theory/ -prospect theory |
| Heterogeneity; homogeneity (*) | Just price | Money illusion | Perfect information |
| Permanent income hypothesis | Revealed preference (*) | Scarcity(*) | Time preference (*) |
| Utility and utility function (*) | Utilitarianism | Value, theory of (*) | Value management |
| Vertical equity | “Von Newmann-Morgestern” utility | Want creation | Willingness to pay (*) |
| Keynes’ 4 fundamental psychological laws (*) | Mass psychology of investors | Workers seek a much higher “money-wage” | Multiplier > 1 (*) |
| The Psychological factors for stability (*) | Pareto’s power law (*) | Supplementary cost (*) | Total 34 |