Discovering that Rational Economic Man Has a Heart
To what extent is our economic behavior a rational weighing of alternatives based on our self- interest? Certainly, economists and public policy makers have relied on the concept of self-interest to interpret and predict how people will behave in the marketplace. But why, then, do areas of our brain associated with emotions become so active when we make economic decisions? The author analyzes what research on cooperation and fairness tells us about our real-life decisions when getting and spending.