Recent discoveries in psychology and neuroscience have improved our understanding of why our decision making processes fail to match standard social science assumptions about rationality. As researchers such as Daniel Kahneman, Amos Tversky, and Richard Thaler have shown, people often depart in systematic ways from the predictions of the rational actor model of classic economic thought because of the influence of emotions, cognitive biases, an aversion to loss, and other strong motivations and values. These findings about the limits of rationality have formed the basis of behavioral...