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Why Is Behavioral Economics So Popular?



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Behavioral economics seems to have captured the popular imagination. Authors like Michael Lewis write about it in best sellers like “The Undoing Project,” while pioneers of the field like Daniel Kahneman popularize it in books like “Thinking, Fast and Slow.” Its lexicon of “nudging,” “framing bias” and “the endowment effect” has become part of the vernacular of business, finance and policymaking. Even “Crazy Rich Asians,” the summer’s blockbuster romantic comedy, features an explicit nod to “loss aversion,” a key concept in the field.
What is behavioral economics, and why has it become so popular? The field has been described by Richard Thaler, one of its founders, as “economics done with strong injections of good psychology.” Proponents view it as a way to make economics more accurate by incorporating more realistic assumptions about how humans behave....
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