ABSTRACT
One of the principal novelties of behaviourist economics, born out of the works of Daniel Kahneman, Amos Tversky and Richard Thaler in the ’70s and ’80s, was the abandoning of the concept of homo oeconomicus – i.e. the approach to economics which had viewed the consumer (or more generally the economic agent) as a powerful ‘calculator’, able rationally and selfishly to pursue objectives determined by personal and coherent preferences.
