> Economists might well ask what all this means for buying decisions I would not hold my breath on this one. Most economists and mainstream economic models see

> Economists might well ask what all this means for buying decisions I would not hold my breath on this one. Most economists and mainstream economic models seem to be still struggling to grasp the concept that people _can_ make mistakes (i.e. not maximize their utility)[1], so an idea that you could analyze why and when people make mistakes must be completely mindboggling to them. [1] If anyone has pointers, I am interested in even remotely mainstream micro models that do not reduce to utility maximization (with a possible unsystematic error term)