Late last week I was asked to comment about behavioral economics on the heels of the Obama administration reporting in Business Week how it had impacted their decision making.

To be clear, i'm a believer.  Have been since Freakonomics.  Dan Ariely's Predictably Irrational has been the most concrete and inspiring account of this field for me, personally.

Like i say in the article, behavioral economics gives PhD credibility and academic rigor to intuition and what smart marketers have been trying to practice for ever. 

http://adage.com/cmostrategy/article?article_id=145091