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Misbehaving: The Making Of Behavioural Economics Vendor Code_V0718 but many successful people achieveMisbehaving is an irreverent and enlightening look into human foibles. Traditional economics assumes that rational forces shape everything. Behavioural economics knows better. Richard Thaler has spent his career studying the notion that humans are central to the economy and that we're error prone individuals, not Spock like automatons. Now behavioural economics is hugely influential, changing the way we think not just about money, but about ourselves,