We are now aware that older theories were based around the egocentric behaviours of human being. Modern economists and psychologists challenged this school of thought by advancing their research on human behaviour. They found that real-life behaviours are rather different from theories.
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Nudges are found everywhere, right from the design of urinal to the design of roads and buildings. The blend of economics and psychology would make businesses more profitable and government policies more effective. Even, further branches like behavioural architecture and behavioural finance are making their way into academics, researches and real life.
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