Misbehaving: The Making Of Behavioral Economics Apr 2026

The story of is an irreverent, autobiographical account of how Richard H. Thaler (Nobel Prize winner and author of Nudge ) spent four decades challenging the core assumptions of traditional economics .

Thaler’s "misbehavior" refers to his refusal to ignore these human quirks, much to the annoyance of his colleagues who saw psychology as an "amusing sideshow". Key Tales of "Misbehavior" Misbehaving: The Making of Behavioral Economics

Ultimately, the story is one of . It shows how behavioral insights eventually moved from the fringes of academia to influencing global public policy, business strategies for companies like Uber, and even the NFL draft. The story of is an irreverent, autobiographical account

: At a dinner party, guests were devouring a bowl of cashews. Thaler removed the bowl to stop them from ruining their dinner. The guests thanked him, even though traditional economics says more choices (having the cashews available) is always better than fewer. Key Tales of "Misbehavior" Ultimately, the story is one of

A major part of the narrative is Thaler's struggle to get these ideas accepted by the "bastions of traditional economic thinking". He describes his journey through prestigious institutions like Cornell and the University of Chicago, where he faced "The Gauntlet"—four major challenges from orthodox economists who believed that even if people were irrational, markets would "correct" them.

The book's central "plot" revolves around a battle between two species: