Neoclassical economists assume that people act to maximize their well-being: they choose based on their desires and only desire what they will like. Neuroscientists and psychologists disagree. Their research demonstrates that cues and evolutionary quirks cause people to act against their best interests, even choosing alternatives they will not like.

In this book, Edward R. Morey contrasts neoclassical choice theory with behavioral models and findings in psychology, neuroscience, evolutionary biology, and animal behavior. The book addresses the fundamental idea within...