Tehran University of Medical Sciences Journal of Pharmacoeconomics and Pharmaceutical Management 2383-4498 11 03 2026 10 03 1 3 Hossein Naderi Mohsen Mohammadi Department of Pharmacoeconomics and Pharmaceutical Administration, School of Pharmacy, Tehran University of Medical Sciences, Tehran, Iran. 2025 12 02 2025 12 02 Background: The traditional economic view of humans as purely rational, self-interested actors has been challenged by behavioral economics, which integrates psychological insights to explain cognitive biases and their influence on decision-making. This paradigm shift has significant implications for healthcare policy, where understanding societal preferences is crucial for designing effective and efficient interventions. Methods:  This paper explores the potential impact of behavioral economics on economic evaluations in the pharmaceutical sector. It reviews key methodologies for preference elicitation, including discrete choice experiments (DCEs) and the willingness to pay (WTP) method, which are commonly used to value health benefits and patient preferences. The analysis focuses on identifying inherent biases within these methods and connecting them to well-established behavioral economic phenomena. Results: The review identifies several biases in preference elicitation methods, such as compliance, strategic, starting point, and range bias, which are directly linked to behavioral concepts like anchoring. Furthermore, findings from behavioral economics demonstrate that choices are shaped by factors like loss aversion and hyperbolic discounting, leading to decisions that may contradict an individual's true preferences. The concept of a "nudge"—altering the choice context—is shown to potentially influence the outcomes of questionnaire-based research. If proven, this impact suggests that applying nudges could lead to more effective health policies, while simultaneously calling into question the validity of previous studies that did not account for these influences.   https://jppm.tums.ac.ir/index.php/jppm/article/view/275