Misbehaving: The Making of Behavioural Economics By Richard H. Thaler

EXPLORE THE IRREVERENT, ENLIGHTENING, AND GROUNDBREAKING WORLD OF BEHAVIOURAL ECONOMICS FROM NOBEL LAUREATE RICHARD H. THALER.

Shortlisted for the Financial Times and McKinsey Business Book of the Year Award

Named a Book of the Year by The Economist, Financial Times, and Evening Standard

Traditional economics has long assumed that rational, Spock-like forces shape our world. But behavioural economics knows better. Richard H. Thaler, co-author of the seminal bestseller Nudge, has spent decades proving a revolutionary premise: humans are central to the economy, and we are wonderfully error-prone individuals rather than emotionless calculators.

Whether we’re buying an alarm clock, reselling football tickets, or navigating a mortgage, we all succumb to cognitive biases and make choices that defy standard economic assumptions. In short, we misbehave. Once dismissed as an amusing academic sideshow, Thaler's pioneering study of human miscalculations now drives how we design better decisions in our personal lives, businesses, and public policies. Fusing psychology with economic incentives, Misbehaving reveals how understanding our quirks can transform everything from household finances and corporate management to game shows and everyday markets.

Why this book is a must-have:

• Nobel Prize-Winning Insights: Written by Richard H. Thaler, recipient of the 2017 Nobel Prize in Economics, detailing the fascinating birth of behavioural economics.

• Irreverent & Entertaining: Explains complex economic concepts using witty, highly relatable everyday examples.

• Practical Decision-Making Tools: Offers profound takeaways for individuals, managers, and policymakers looking to understand human behavior.

• Essential Non-Fiction: A mandatory addition for fans of popular economics, psychology, and smart business thinking.

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