My impression is that the root theoretical problem consists in the ambiguity 
of:

"do prices adjust to human behaviour, or does human behaviour adjust to 
prices?"

In neoclassical economics, generally the idea is that prices change as an 
effect of ever-changing human preferences.

It is just that this idea is difficult to sustain when people must adjust 
their behaviour to price levels.

Sometimes, people are "price-makers", and sometimes they are "price takers". 
It may depend a lot on what power they have in the marketplace and what they 
actually do there.

With the aid of these very elementary ideas, you can "fudge" a lot of 
economic science, if it turns out that the neoclassical theorems simply do 
not explain anything.

Generally, behavioural economics is a result of the failure of 
"self-interested rational actor models" to explain real behaviour. In 
principle, behavioural economics recognizes that people respond to more than 
prices in their economic behaviour, and that their economic behaviour can 
involve more than (or less than!) a rational appraisal of prices.

Jurriaan 


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