Agreed - I'm confused by this op-ed. A professor of marketing is upset that marketing is not getting enough credit for the ideas that are also present in behavi

Agreed - I'm confused by this op-ed. A professor of marketing is upset that marketing is not getting enough credit for the ideas that are also present in behavioral economics ('fame of behavioral econ is a triumph of marketing' har har). The main purpose seems to be to crap on Thaler for dismissing his critique of loss aversion instead of embracing his hypothesis on the buy-side. This neither discredits behavioral economics, nor makes a clear case for how academe related to marketing would better humanity or its understanding.