Quote:Behavioral economics is a recent concept in the business world that looks at how non-rational aspects of the human condition influence an individual's economic decisions. In behavioral economics, social and emotional factors play an integral role, and its combination of psychology, sociology, and economic theory makes it a useful asset for businesses and politicians. iMinds gives a quick yet thorough outline of the basic principles of behavioral economics, and Elouise Rothwell turns a potentially dry subject into a compelling thesis, using insistent and confident intonation to build a strong argument for its importance.