Calculating Consumer Happiness at Any Price

By John Tierney

"Could it be that humans are not quite as gullible as advertised?

For a couple of decades now, social psychologists and behavioral economists have been amusing themselves manipulating consumers into doing odd things. They’ve delighted in debunking the notion of homo economicus, that theoretical creature who rationally seeks maximum economic utility..."

 

Read the article from the New York Times.

 

Photo from Flickr Creative Commons.