Should've Stayed in Vegas — with Natasha Dow Schüll
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The Model of Homo Economicus, Right?
An extreme view of this in economics would be Gary Becker, who said there's rational, rational addiction model. This is sort of extreme homo economicas who knows his or her own preferences and then reveals them through their marketplace choices. Addictive things and these little affect modulators throw a wrench into the whole economic theory of economicus rationally. It goes to a different level of being human, which is not a weaker level.
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