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‘NOVA’: Mind Over Money

Mar 17, 2012
Groundbreaking research in behavioral economics may pose the greatest academic threat ever to free-market theory, suggesting that emotions linked to brain chemistry -- not rational self-interest -- play a deciding role in how we spend, save and invest.Groundbreaking research in behavioral economics suggests that emotions linked to brain chemistry—not rational self-interest—play a deciding role in how we spend, save and invest.