This is a guest essay by Dr Edward W. Younkins, Professor of Accountancy and Business at Wheeling University, and Executive Director of its Institute for the Study of Capitalism and Morality. Ed is author of a trilogy of important books on freedom and flourishing: “Capitalism and Commerce”, “Champions of a Free Society”, and “Flourishing and Happiness in a Free Society”. He also has numerous other publications, including several published on this site. (Please see them listed after the end of this essay.)
Modern economics, particularly in its
dominant neoclassical form, is
often characterized by models that treat human beings as Homo economicus—rational
utility maximizers responding predictably to incentives and constraints. This
idealized abstraction enables precise mathematical modeling but, as critics
argue, collapses the rich complexities of human behavior into a narrow calculus
of preferences and payoffs. Homo economicus assumes coherent
preferences, consistent rationality, and a reduction of social life to
instrumental choices. But this framework struggles to account for trust, social norms, feelings of fairness,
moral judgment, learning, culture, and meaning—features of economic life
that we observe every day.
Enter
Humanomics, a burgeoning
intellectual movement that seeks to re-ground economic inquiry in the realities
of human experience. At its core, Humanomics aims to integrate moral and social dimensions into the
scientific study of economic behavior, recapturing insights from Adam Smith
that have been marginalized in mainstream economic theory. Rather than reducing
humans to narrow maximizers of utility, Humanomics treats them as sentient, social, purposeful, learning agents
whose actions are shaped by sentiments, norms, ethical commitments, and
reflective judgment.
The longest part of this essay reviews the
work on this growing movement conducted by Nobel laureate Vernon L. Smith and
experimental economist Bart J. Wilson. That portion of the essay is followed by
a discussion of distinguished interdisciplinary economic historian Deidre
Nansen McCloskey’s alternative, bur compatible, vision of Humanomics. This is
followed by a discussion of neo-Aristotelian philosopher Douglas B. Rasmussen’s
proposal that the traditional concept of homo
economicus be replaced by dual concepts pf homo agens (acting man) and homo
moralis (moral man). An argument is
then made that the neo-Aristotelian framework developed by Rasmussen and
Douglas J. Den Uyl called Individualistic Perfectionism may provide a
philosophical grounding for Humanomics.
Adam Smith’s Philosophical
Vision
To understand Humanomics, we must
revisit Adam Smith (1723–1790)
not merely as the author of The Wealth of Nations (WN)—often
oversimplified as the father of free market economics—but also (and arguably
even more importantly) as the author of The Theory of Moral Sentiments (TMS).
Smith’s intellectual project embraced both economic systems and moral
psychology. For Smith, markets emerge not in a vacuum but within networks of interpersonal relations
guided by sympathy, propriety, and shared language. The often-quoted “invisible
hand” metaphor in WN can only be read in full context when seen
alongside his moral philosophy; humans are not egoistic automatons but social beings whose moral sentiments
play a foundational role in shaping institutions and behavior.
Humanomics begins with this fuller
Smithian anthropology: humans act purposefully, learn from experience, and are
motivated by both self-interest and social sentiments like gratitude, resentment, trust, and fairness.
Experimental evidence in economics, particularly from the works of Vernon L.
Smith, shows that in simple game environments humans often behave cooperatively
and reciprocally, even when self-interest alone would predict otherwise. These
findings are hard to square with narrow neoclassical models but fit comfortably
with a Smithian understanding of human nature as complex and multifaceted.
Like Aristotle, Adam Smith focused on
the cultivation of virtues and character building. Smith extended Aristotle’s
ideas into modern commercial society. In turn, Humanomics builds on the
connection between Aristotle’s eudaimonia
and Smithian flourishing.
Humanomics as a Synthesis of Sentiments and Markets
In contemporary economic language, the
dominant paradigm is sometimes referred to as Max-U: maximizing utility subject to constraints. Humanomics
challenges this by asking a deeper question: What should the subject of economic theory be? If economics is a
science of human wellbeing and prosperity, then it cannot abstract away the human condition; it must account for
how people actually think, feel, communicate, and form norms.
In their 2019 book Humanomics: MoralSentiments and the Wealth of Nations for the Twenty-First Century, Smith and Wilson articulate a framework grounded in Adam Smith’s combined
insights from TMS and WN. They argue that conventional economics
has “lost sight of the full range of human feeling, thinking, and knowing in
everyday life,” and that re-centering economics on sociality and sentiments enriches its explanatory power.
Humanomics thus defines economics as a “science of human beings,” not simply a
calculus of utility functions.
The core thesis of Humanomics is
that economics must be re‑founded on a “model of sociality” that captures the
full range of human feeling, thinking, and knowing. Smith and Wilson argue that
the prevailing “maximize utility” (Max‑U) paradigm is inadequate because it
reduces all action to outcome‑based preferences, ignoring the origins of action
in moral sentiments and the context‑dependent rules that guide human conduct.
In contrast, Smith’s model explains why people often act in ways that cannot be
reduced to narrow self‑interest—for example, why subjects in anonymous
laboratory games display high levels of trust and cooperation.
Humanomics thus proposes a paradigm
shift: from utility maximization to a “science of human beings” that integrates
insights from TMS and WN into contemporary empirical analysis.
This shift is not merely theoretical; it is driven by decades of experimental
economics. Vernon Smith’s own Nobel‑winning work revealed that in market‑like
settings, individuals often behave as narrowly self‑interested agents, while in
personal social‑exchange games they exhibit strong other‑regarding tendencies.
The Humanomics model reconciles these seemingly contradictory findings by
appealing to Smith’s distinction between impersonal exchange (where anonymous
rules of justice suffice) and personal social interaction (where fellow‑feeling
and moral sentiments are paramount).
Key to the Humanomics approach is
its focus on rule‑following adaptation. Smith and Wilson emphasize that human
beings are not merely preference‑satisfiers; they are rule‑followers who learn
from social experience. We develop “rules of conduct” through observation,
imitation, and the feedback of gratitude and resentment. These rules allow us
to navigate both social and economic domains.
Extending Adam Smith’s Vision:
Vernon Smith and Bart Wilson’s Contributions
Smith and Wilson extend several core
ideas from TMS into contemporary
economic analysis:
- Fellow feeling (the capacity to
enter into the emotions of others): Smith’s notion that we naturally project
ourselves into the situations of others, sympathizing with their joys and
sorrows, becomes a foundation for understanding cooperation and norm compliance
in experiments;
- Beneficence and justice: Smith calls
beneficence (voluntarily doing good) the
“ornament” of society and justice its “main pillar”; Humanomics uses this to
distinguish nonobligatory kindness from the strict norms whose violation calls
for demands for redress; and
- Impartial spectator (an imagined
neutral observer): People internalize a standpoint from which they judge their
own conduct. Humanomics treats this internalized judge as an explanatory
mechanism for behavior that adheres to norms even when no external enforcement
exists.
These themes allow Humanomics to
construct non‑utilitarian models of choice in which rules, sentiments, and
perceived propriety are primary, and utility is not reduced to felt pleasure or
material payoff.
Humanomics does not discard markets or
rational choice altogether; it reinterprets them within a broader framework
where market interactions are embedded
in social relations. Markets are not mechanical devices for exchange but
arenas where trust, reputation, norms, and sentiments actively shape outcomes.
A simple market price is not just a number; it is a signal embedded in social
practices and meanings. Similarly, cooperation in a trust game, or generosity
in a dictator game, cannot be fully explained by narrow self-interest but makes
sense when one accounts for gratitude,
fairness, loyalty, and moral sentiment
Smith and Wilson develop Adam Smith’s ideas in
several crucial directions. First, they operationalize Smith’s moral psychology
for experimental economics. They design games that test predictions derived
from TMS, such as the role of gratitude and resentment in triggering reward and
punishment. This provides empirical grounding for Smith’s often‑overlooked
psychological insights.
They develop a positive alternative
to Max‑U. Instead of assuming that actions are driven solely by preferences for
outcomes, Humanomics models action as rule‑governed and rooted in human
relationships that involve what Smith called fellow‑feeling. This alternative
framework not only explains anomalous experimental results but also offers
predictive power about how people will behave in various social‑economic
contexts.
In addition, they re‑center economics on human flourishing.
In their 2024 interview, Smith and Wilson connect Humanomics to the broader
goal of human flourishing, which they describe as “discovery as a process that
is adaptive and that anticipates new forms of knowing”. By restoring the moral‑social
dimension to economic analysis, Humanomics seeks to inform policies and
institutions that promote genuine human well‑being, not merely material
efficiency.
A central insight of Humanomics is its
emphasis on learning as a
fundamental process. Unlike the static optimization models of neoclassical
economics, Humanomics views human behavior as evolving through trial, error,
reflection, and adaptation. Individuals do not come equipped with fully formed
preference ordering; they learn who they are, what they value, and how their
actions affect others. Experimental economics plays a crucial role here,
providing empirical evidence about how people behave in controlled settings
that approximate various institutional arrangements.
The result is a form of economics that
is not just about equilibrium states but about processes of discovery. It recovers Smith’s method—humans are
curious, puzzled by anomalies, and constantly refining their understanding.
When models fail to predict observed behavior, Humanomics asks whether the
underlying assumptions about human nature are the problem, not just whether the
parameters are mis-estimated.
Because Humanomics insists on
incorporating social norms, sentiments,
culture, and context, it naturally becomes interdisciplinary. It invites
insights from psychology, anthropology,
sociology, philosophy, and history into economic inquiry. This stands in
contrast with an overly reductionist economics that isolates variables
analytically while ignoring how human context shapes meaning and action. In
real policy contexts—such as education, public health, public choice, or
charity—Humanomic insights can lead to different conclusions than narrow
cost-benefit analyses. Analysts must ask not merely whether a policy is
efficient but whether it respects real human motivations, social norms, and
institutional contexts.
Bart Wilson’s contributions to
Humanomics focus on the moral ecology within which economic behavior takes
place. Drawing on Smith, Wilson argues that human beings inhabit a world
structured by rules — not only formal laws but informal norms of propriety,
fairness, and respect. These rules are not arbitrary; they emerge from social
interaction and are sustained by shared moral sentiments.
Wilson’s concept of “moral ecology”
refers to the environment of norms and expectations that make cooperative
behavior possible. Just as biological organisms depend on ecological systems,
human beings depend on moral systems that support trust and reciprocity.
Markets, in this view, are not self‑sustaining mechanisms but institutions
embedded in a moral ecology.
Wilson also emphasizes the
importance of language and grammar in shaping social rules. He argues that
moral rules function like grammatical rules: they guide behavior without
requiring explicit calculation. This analogy echoes Adam Smith’s observation that
moral norms arise spontaneously from social interaction, much like language.
Humanomics thus extends Smith’s insights into the contemporary study of rule‑governed
behavior.
Experimental Evidence and Field Applications
Humanomics has a strong empirical
foundation in experimental economics. Laboratory games have repeatedly shown
that people often act cooperatively and reciprocally in ways that standard
Max-U models do not predict. In market experiments, trading behavior often
approximates neoclassical predictions, but in social exchanges and repeated
interactions, people reveal trust,
fairness, and punishment behaviors
inconsistent with narrow rational self-interest. Humanomics treats this not as
noise to be explained away but as central
phenomena that any reliable theory must account for.
Field applications extend this logic:
for example, blood donation behavior and charitable giving often occur without
direct material incentives but are driven by moral sentiments, social identity,
and reciprocal expectations—patterns Humanomics explains in a unified framework
rather than as anomalies.
Vernon Smith’s experimental work especially
provides empirical grounding for Humanomics. His experiments consistently show
that individuals behave in ways that reflect moral sentiments rather than pure
self‑interest. For example, in trust games, participants often send money to
strangers even when there is no guarantee of return. In ultimatum games,
individuals frequently reject unfair offers even at personal cost. These
behaviors contradict the predictions of standard economic models but align
closely with Adam Smith’s account of moral judgment.
Vernon Smith interprets these
findings through the lens of TMS,
arguing that individuals care about fairness, propriety, and the approval of
the impartial spectator. Humanomics thus bridges the gap between experimental
results and classical moral philosophy. It shows that Adam Smith’s insights
remain relevant for understanding real human behavior.
McCloskey’s Vision of Humanomics
In Bettering Humanomics: A New, and Old, Approach to Economic
Science (2021), Deirdre Nansen McCloskey offers a spirited critique of the
dominant currents in contemporary economics and proposes an alternative vision
she also calls Humanomics. McCloskey,
a distinguished economic historian trained across economics, history, rhetoric,
and the humanities, argues that modern economics has become overly narrow in
its methods and impoverished in its understanding of human agency. Her work is
rooted in the conviction that economics should advance as a science of human
betterment that integrates quantitative analysis with a deep
appreciation of human motives, language, ethics, history, and culture.
McCloskey’s project is both a critique of modern economics and a revival of an older, richer tradition that traces back to Adam
Smith. Her Humanomics emphasizes humans as purposeful agents embedded in
moral worlds of meaning, speech, and persuasion rather than merely isolated
utility maximizers reacting to incentives. This perspective challenges what she
sees as the prevailing behaviorist and neo-institutionalist frameworks that
dominate economics.
In addition to drawing on Adam Smith, McCloskey acknowledges
debt to work by experimental economists
Smith and Wilson. However, while their approaches overlap in their broad
aim to re-humanize economics, they differ in focus and methodological
commitments.
At the core of McCloskey’s Humanomics is the claim that
economics should be a discipline that genuinely takes human action seriously. For McCloskey, this means moving beyond
the narrow positivism and behaviorism that treat human beings as reactive
entities whose behavior is only meaningful insofar as it can be observed and
statistically quantified. Rather, she calls for a science that recognizes
humans as speaking, thinking,
persuading, valuing, and moral beings. Human action, in this view,
cannot be fully understood without acknowledging the roles of language,
narratives, ethics, and culture.
Her critique is directed both at neo-institutional economics (which stresses the role of rules and
institutions but tends to treat individuals as passive units responding to
institutional constraints) and behavioral
economics (which often focuses on systematic deviations from rational
choice without adequately theorizing autonomy, meaning, and moral agency).
McCloskey contends that these frameworks, in privileging observation over
interpretation, fail to capture the why
behind human actions and preferences.
A central move in McCloskey’s project is to reclaim the
tradition of Adam Smith as a
thinker deeply attuned to moral sentiments, rhetoric, and the narrative
dimensions of human life. McCloskey argues that classical political economy—and
especially Smith’s work—treated human beings as ethical and rhetorical
creatures. In her view, this older tradition offers a template for a more
holistic economics that respects human complexity.
McCloskey also situates her Humanomics within a broader
narrative: the Great Enrichment of the last few centuries, during which
material living standards rose dramatically across much of the world. For her,
understanding this transformation requires a focus on ideas, language, and
values—the very realm that conventional models tend to marginalize. Material
incentives alone are insufficient explanatory tools; instead, human rhetoric,
ethics, and innovation are central drivers of economic progress.
McCloskey’s Humanomics calls for an interdisciplinary
methodology. She argues that economics should retain the tools of mathematical
modeling and empirical analysis, but also incorporate insights from history, philosophy, literature, and
rhetoric.
At a broad level, McCloskey and Smith and Wilson share a commitment to re-humanizing economics
by restoring attention to moral, social, and rhetorical dimensions of human
life. All three thinkers draw inspiration from Adam Smith’s holistic
perspective and reject the narrow positivist view of human action. They agree
that humans cannot be understood merely as reactors to incentives or as
mathematical objects in maximization problems.
Both approaches emphasize interdisciplinarity
and contextual richness rather
than strict behaviorist reductionism. McCloskey’s Humanomics is particularly
expansive in its inclusion of the humanities—language, history, rhetoric, and
ethics—alongside economics. Smith and Wilson Humanomics, while acknowledging
moral sentiments and context, tends to stay closer to an economic framework
that can be operationalized in experimental and theoretical work.
Rasmussen’s neo-Aristotelian Contributions
While Vernon Smith and Bart Wilson
ground Humanomics primarily in a reinterpretation of Adam Smith and empirical
findings, Douglas B. Rasmussen
brings a philosophical depth
that complements and extends the project.
In his recent work (2024), Rasmussen
proposes replacing the abstraction of Homo
economicus with the paired concepts of Homo agens (acting man), and Homo
moralis (moral man). In this view, human beings are purposeful actors (Homo agens) who choose means to achieve
ends, and they are also moral agents
(Homo moralis) who evaluate not only
the effectiveness of their actions but whether the ends themselves and the
means to attain them are good for a
human life. Unlike Homo economicus,
which reduces behavior to utility calculations, this dual conception captures
the ethical and purposive dimensions
of human action.
Rasmussen’s homo agens comes from Austrian economics and Ludwig von Mises’s
“action axiom” especially as interpreted
by Murray Rothbard which holds that human action is purposeful behavior
involving the use of scarce means to attain ends. Homo moralis adds the further question of whether the ends chosen
and means employed are genuinely good for a particular human being (i.e., tying
economic agency to the ethics of individual human flourishing).
Rasmussen maintained that neo-classical
economists’ grounding of economics in universal self-interest and revealed
preference is arbitrary and tautological (i.e., any consistent pattern of
behavior can be interpreted as ‘utility maximization”), Rothbard’s homo agens avoids this by characterizing
human beings as agents who pursue ends through chosen means, the content of
which can be altruistic, egoistic, and so on. This supports a version of
Humanomics that does not need homo
economicus as a foundational assumption yet preserves economic theorems
such as diminishing marginal utility as implications of purposeful action
rather than hedonistic psychology.
Rasmussen’s framing resonates with
Humanomics by emphasizing the agent’s
reflective choice, not just behavioral regularities. It anchors
Humanomics in a philosophical anthropology that recognizes human beings as rational, moral, and teleological—that
is, oriented toward ends that are remembered, evaluated, and integrated within
a larger conception of the good life. This aligns with classical and
neo-Aristotelian notions of human flourishing, where economics cannot be fully
separated from ethics and politics.
Rasmussen’s broader philosophical work
on human flourishing situates economics within a normative framework: economics is not just a positive science
predicting behavior but a moral inquiry
into conditions that enable humans to live well. Drawing on Aristotelian and
natural law traditions, Rasmussen argues that flourishing involves exercise of reason, moral judgment, and
substantive choice—aspects that narrow economic models often neglect.
These philosophical foundations enrich Humanomics by giving it a normative anchor: preferences and
choices are not just given but evaluated in terms of their contribution to a
fulfilling human life.
Rasmussen’s contribution to Humanomics is
best understood through his broader neo-Aristotelian framework of
individualistic perfectionism and his sustained work on human flourishing,
moral agency, and political philosophy. Rasmussen does not approach Humanomics
primarily as an economist, but as a philosopher concerned with the nature of
human action, practical reason, and the ethical conditions necessary for
individuals to flourish. His work provides Humanomics with a deeper normative
and anthropological grounding that complements the empirical and Smithian
recovery undertaken by Vernon Smith and Bart Wilson.
Rasmussen’s individualistic perfectionism
holds that there is an objective standard of human flourishing grounded in
human nature, but that flourishing must be achieved through the self-directed
activity of individuals rather than imposed collective ends (Den Uyl and
Rasmussen [2016]). This view aligns closely with Humanomics’ insistence that
economic behavior cannot be reduced to mechanical optimization. Preferences are
not merely given; they are formed, revised, and evaluated through practical
reasoning over time. Economic choice, on this account, is inseparable from
ethical self-authorship.
Under this view, policies or
institutions that optimize efficiency but undermine agency, community, or moral
sentiments may be judged inadequate. Humanomics, when infused with Rasmussen’s
perspective, becomes not just a descriptive science of human behavior but a critically engaged social science that
judges economic arrangements in terms of how they contribute to individual flourishing.
Conclusion
Humanomics represents a significant
intellectual shift toward a human-centered
economics rooted in the full breadth of Adam Smith’s thought and
enriched by contemporary philosophy. By privileging social relations, moral
sentiments, and purposeful action, Humanomics provides a more holistic framework for understanding
economic life. The contributions of scholars like Vernon Smith and Bart Wilson
reorient economics toward a science of human beings, while philosophical
thinkers like Douglas B. Rasmussen deepen its conceptual foundations by
restoring moral agency and flourishing to the center of inquiry.
In an age where economic
science faces criticism for its abstraction and detachment from lived
experience, Humanomics offers a compelling alternative: one that holds onto the
analytical rigor of economics while honoring the complexity of what it means to be human. In reviving Adam Smith’s unified
vision of moral sentiments and economic life, Humanomics challenges the
reductionism of modern economics and opens new pathways for interdisciplinary
research. It invites economists, philosophers, and social scientists to
reconsider the moral foundations of markets and the narrative structures that
shape human action. In doing so, it honors Adam Smith’s legacy while extending
his insights into the twenty‑first century.
Recommended reading
Bates, Winton. (2021) “Why
Should Economists Practice Humanomics?” Freedom
and Flourishing. October 4, 2021.
Den Uyl, Douglas J., and Douglas B.
Rasmussen. (2016) The Perfectionist Turn:
From Metanorms to Metaethics. Edinburgh University Press.
McCloskey, Deidre Nansen McCloskey.
(2023) Bettering Humanomics; A New, and Old, Approach to Economic Science.
University of Chicago Press
Rasmussen, Douglas B
(2024), Homo Agens and Homo Moralis in Humanomics. The Independent Review.
Smith, Adam. (1759)
1982The Theory of Moral Sentiments. Indianapolis: Liberty Fund.
Smith, Adam. (1776)
1981. An Inquiry into the Nature and
Causes of the Wealth of Nations. Indianapolis: Liberty Fund.
Smith, Vernon L., and
Bart J. Wilson. (2019) Humanomics: Moral Sentiments and the Wealth
of Nations for the Twenty-First Century. Cambridge University Press, 2019.
Smith,
Vernon L. and Bart J. Wilson. (2024) “Humanomics: An Interview with Vernon
Smith and Bart Wilson.” 2024. Profectus
Magazine. October 14, 2024.
Some other essays by Ed Younkins
Younkins,
Edward W (2025) “What
Contribution did David L. Norton Make to our Understanding of Ethical
Individualism?” Freedom
and Flourishing. January 18, 2025.
Younkins, Edward W. (2025) “How
can dialectics help us to defend liberty?” Freedom
and Flourishing. July 8, 2025.
Younkins, Edward W. (2025) “How
can Austrian Economics be reconciled with the Neo-Aristotelian philosophy of
Freedom and Flourishing?” Freedom and Flourishing. October 24, 2025.
Younkins, Edward W. (2025) “Can
Polarized Moral Politics be Bridged by a Neo-Aristotelian Philosophy of Freedom
and Flourishing?” Freedom and
Flourishing. December 13, 2025.