The ‘discovery' that human beings are often irrational and not utterly logical ‘econs', was popularised in 2008 by the book, Nudge.

But, behavioural economics, and its fellow discipline behavioural science has been around for many decades.

One early examination of human decision-making was explored in the ‘game theory' branch of economics, which started to get interesting for those of us interested in human co-operation when the ‘Prisoner's Dilemma' was first posited (originally in 1950).