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About This Book
Graham Mallard introduces the topic of behav-ioural economics to a beginning readership, explaining its approach and methodology and assessing its successes and weaknesses. He begins by tracing the evolution of the field – from Adam Smith's moral sentiments to the work of Daniel Kahneman and Richard Thaler today – before showing how behavioural economics has advanced our understanding of human preferences, the mental processes involved in decision-making, and the influence of peer groups. The book concludes by con-sidering the ways in which findings from behavioural economics have been used to alter the decisions people make and the ethics of such persuasion.