Predictably Human

Predictably Human: An Introduction to Behavioral Economics explores how cognitive constraints and social dynamics shape real-world decision-making beyond the standard rational model (homo economicus). The text covers foundational theories-including dual-process cognition, prospect theory, heuristics, and mental accounting-and traces their applications across marketing, choice architecture, public policy, and personal finance. It also examines neuroeconomic mechanisms, cross-cultural validity, the replication crisis, and practical decision-making strategies.