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Behavioral economics (and the related fields behavioral finance and neuro-economics) is an emerging heterodox field that integrates economics with psychology. Behavioral econ does away with a fundamental assumption of neoclassical economics: that people are rational. It concentrates more on micro decisions and makes heavy use of the experimental method, unlike most other fields of economics. More and more Nobel Prizes in economics are going to psychologists, even those whose primary work is in psychology. Notable behavioral economists include Daniel Kahneman, Amos Tversky, Herb Simon, Richard Thaler, Dan Ariely, and George Loewenstein.
It should be noted that "rational" in an economics context refers to behaviour that is ultimately to the benefit of the individual rather than evidence-based scientific reasoning.
 Some differences from classical economics
There are a number of ways in which behavioural economics looks beyond the assumptions of classical economics. Some of these are listed below. However, it should be noted that most of these issues are not entirely overlooked in classical economics, but behavioural economics might place more emphasis on these factors or add an extra dimension to their consideration.
- Bounded rationality may lead to instances where choices are inconsistent with standard economic assumptions
- Altruistic and co-operative behaviour are considered as alternatives to competition
- Discusses the factors determining happiness and the relationship between utility and well-being
- Discusses the relationship between social capital and economic efficiency
- Analyses ethical concepts and their relationship to economic actions, particularly concerning motivation to co-operate rather than compete
- Looks at justice and income distribution from an ethical point of view
- explores the actions of individuals and groups with regard to co-operation and trust
- Looks at crime from an ethical and social point of view, as well as economic
- Considers effects of social capital on the economic system
- Looks at ways that ethical behaviour can be encouraged in economics.
 External Links
- ↑ John Malcolm Dowling, Chin-Fang Yap. Modern developments in behavioral economics: social science perspectives on choice and decision making. 2007, 3.