Actual decision making is “irrational” in the eyes of behavioral economics.
How people think about buying new products
Dave Rothschild
1468

Behavioral economists make a mistake here — all action is rational, as the act is intended to achieve a very specific goal. While spectators (like behavioral economists) may not agree with the act or the actor’s goals, there is no justification for claiming that an act is ‘irrational’. It is rational from the actor’s frame of reference. It is irrational to those who are unsympathetic.

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