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In 2002 one of its godfathers, the psychologist Daniel Kahneman, won the Nobel Prize in Economics, and the years since have seen a growing list of best-sellers (Malcolm Gladwell’s Blink, Richard Thaler and Cass Sunstein’s Nudge, Dan Ariely’s Predictably Irrational) describing and drawing on its findings. Unlike neoclassical economists, behavioral economists don’t see people as rational actors coolly weighing costs and benefits. Behaviorists argue instead that people rely on a set of instincts, biases, and cognitive shortcuts to make decisions, which often lead them to choices they come to regret.