Essay from the year 2015 in the subject Philosophy - Practical (Ethics, Aesthetics, Culture, Nature, Right, ...), grade: 2,3, University of Kassel, language: English, abstract: The findings of research in experimental behavioural economics over the past two decades have been impressively convincing. Until recently, economists assumed that individual behaviour is controlled by rationality. The consumer was perceived as a rational person who strives to maximize his utility. This is the concept of homo economicus, a prototype of an economic person and starting point for model formulation....