David R. Just is a Professor at the Cornell University SC Johnson College of Business. Unlike pure theoreticians, Just applies behavioral economics to one of the most tangible sectors of the economy: . He studies why children choose apples over cookies, why adults overeat, and how subtle changes in a cafeteria layout (a concept called “choice architecture”) can fight obesity.
The text explores how consumers and economic agents often behave in nonrational ways and provides tools to help readers make more rational choices. introduction to behavioral economics david r just pdf