"Why Is Behavioral Economics So Popular?" Probably because people got sick of a guy with a formulae lecturing them about how human's aught behave as opposed to

"Why Is Behavioral Economics So Popular?" Probably because people got sick of a guy with a formulae lecturing them about how human's aught behave as opposed to developing functional models of how humans do behave https://en.wikipedia.org/wiki/Ultimatum_game https://en.wikipedia.org/wiki/Ultimatum_game The Nash Equilibrium of this game is to offer the other person $0...unless you incorporate the idea that humans may care about more than pure monetary payoffs in their mental gymnastics. Kinda like when that friend from undergrad studying business told you that paying anything more your minimum tax bill was 'irrational'