This seems like a good summary of Behavioral Economics. A rational actor is constructed who makes ideological decisions under the guise of rationality. When the decision making process of a human embedded in a complex set of cultural, personal, and historical circumstances employs a calculus of deliberation that exceeds this ideology in its scope, it is reduced to emotionality; a lack of self-control, self-restraint, and capacity to compute. This amount to “irrationality”.