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Various arms of government are tentatively beginning to ask what they can learn from behavioural economics. There seem to be two principle reasons for this. Firstly, there are various policies that aren’t quite achieving what is hoped of them because individuals aren’t responding to the incentives as neo-classical economics states they will. Then there are the various problems that government is lumped with – obesity being the most prominent one right now – which arise because of people taking ‘irrational’ decisions in the marketplace. Behavioural economics promises to integrate empirical psychology into the analysis of decision-making, though in doing so,…

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