Behavioural economics is the trillionth attempt to introduce some psychological realism into economics.
BBC’s More or Less(Richard Thaler episode)
Aside: I’ve long had an interest in both human behaviour (developed in undergrad), and economics (formally studied at B school). I even considered studying psychology undergrad for a while (~3 years after my MBA :). And had been considering studying behavioural economics for a while now (probably since the original Freakonomics book, and one of the Malcolm Gladwell books).
With Richard Thaler winning the Nobel, any chance of earning a seat at any decent behavioural economics related course just went down the drain.
Maybe someone (me?) could design a nudge to get me to do something about this interest, than just keep it on a back burner.