Surveying Financial Decisions? From Homo Economicus to Historical Specificity and J.S. Mill’s Cultural–Institutional Individualism

The aim of this paper is to evidence that non-economic factors, such as culture, emotions and ethics, can be seen an important force in influencing human economic behavior action. This conducted by putting the homo economicus notion into perspective history thought and, more specifically, John Stuart Mill. More Mill’s institutional individualism, presented his System Logic (1843), relativity doctrines construction, included Principles Political Economy (1848), are synoptically delineated. Through analysis, it supported cultural differences between different states societies determinant understanding behaviors. concludes historical specificity pluralistic version cultural–institutional methodological individualism compatible decision making.