Misbehaving

In Misbehaving, Nobel laureate Richard H. Thaler chronicles the birth and rise of behavioral economics, the field he helped create by documenting how real people deviate from the rational “Econs” of standard economic theory. The book blends memoir with intellectual history, tracing Thaler’s career from graduate school, where he began collecting anecdotes of irrational behavior, through collaborations with psychologists Daniel Kahneman and Amos Tversky and economists like Cass Sunstein. Thaler organizes much of the narrative around his own research. He describes the “endowment effect,” the finding that people value goods they own more than identical goods they don’t, demonstrated in experiments involving coffee mugs and lottery tickets. He covers “mental accounting,” the tendency to treat money differently depending on its source or intended use, and self-control problems illustrated by his “planner-doer” model, in which a far-sighted planner must contend with a short-sighted doer. He recounts the “ultimatum” and “dictator” games showing that fairness concerns shape economic decisions, and his famous “Save More Tomorrow” plan, which used inertia and procrastination to raise retirement savings rather than fight them. The book's later sections turn to policy and finance: why markets misprice assets, how nudges can improve outcomes without coercion, and Thaler’s clashes with defenders of rational-choice orthodoxy. He also recounts his time advising the UK government’s Behavioural Insights Team. Throughout, Misbehaving argues that economics must incorporate realistic psychology, and that acknowledging human quirks improves both prediction and policy. The book serves as both a personal account and a case study in how a fringe idea becomes mainstream.