Research in behavioral economics over the past few decades has shown that people’s decisions often deviate from those of “homo-economicus,”
About the Author
Gideon Nave is an assistant professor of marketing at the Wharton School of Business at the University of Pennsylvania. Nave holds a PhD in Computation & Neural Systems from Caltech and completed his B.Sc and M.Sc in Electrical Engineering at the Technion – Israel institute of technology. Nave’s research was published in top academic journals such as Science, Proceedings of the National Academy of Science, Management Science, and Journal of Marketing Research.