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From Wikipedia,
Behavioral economics and the related field,
behavioral finance, study the effects of
psychological, social,
cognitive, and emotional factors on the
economicdecisions of individuals and institutions and the consequences for
market prices,
returns, and the
resource allocation. The fields are primarily concerned with the
bounds of
rationality of
economic agents.
Behavioral models typically integrate insights from
psychology,
neuroscience and
microeconomic theory; in so doing, these behavioral models cover a range of concepts, methods, and fields.
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