In conventional economics, the assumption that we are all rational implies that, in everyday life, we compute the value of all the options we face and then follow the best possible path of action. … we are really far less rational than standard economic theory assumes

Ariely, Dan (2009-06-06). Predictably Irrational

In conventional economics, the assumption that we are all rational implies that, in everyday life, we compute the value of all the options we face and then follow the best possible path of action. … we are really far less rational than standard economic theory assumes.