Why You Do the Crazy Things You Do

摘要

Behavioral economics has hit the mainstream, and it's about time. Behavioralists are finally bringing the economics profession around to recognizing that real human beings don't act like the coldly rational, welfare-maximizing automatons of traditional textbooks. They are proving what those of us without the heavy burden of a PhD in economics already knew, which is that real people are impulsive, shortsighted, and procrastinating—95% Homer Simpson and only 5% Mr. Spock.