"The questions were practically identical, but the answers people gave to them were -- and are -- wildly different. People would say they would pay two grand for the antidote, for instance, but would need to be paid half a million dollars to expose themselves to the virus. "Economic theory is not alone in saying that the answers should be identical," writes Thaler. "Logical consistency demands it. … To an economist, these findings are somewhere between puzzling and preposterous. I showed them to (his thesis adviser) and he told me to stop wasting my time and get back to work on my thesis.
Instead, Thaler began to keep a list of things that people did that made a mockery of economic models of rational choice.
That's the point: It's obvious to anyone who pays any attention at all to himself or his fellow human beings that we are not maximizers, or optimizers, or logical, or even all that sensible. In the early 1970s, when Thaler was a student, his professors didn't argue that human beings were perfectly rational. They argued that human irrationality didn't matter, for the purpose of economic theory, because it wasn't systematic. It could be treated as self-cancelling noise."
Trechos retirados de "The Economist Who Realized How Crazy We Are"