Behavioral economics combines elements of psychology and economics, with the primary assumption that cognitive biases and/or limitations often prevent people from making optimal decisions, despite their intentions and best efforts.1 Over the last 60 years, researchers and theorists have introduced upward of 80 concepts exploring these predictable biases to which individuals often fall victim, as books such as Nudge; Thinking, Fast and Slow; and Predictably Irrational have helped propel the field into indust
Source: Behavioral strategy to combat choice overload | Deloitte University Press
