One of our key pre-occupations as managers, is to understand how we think and behave. It is axiomatic that if we can better understand the drivers and outcomes of psychological processes, we can make better decisions. Much economic and managerial thinking has therefore drawn on psychological concepts for at least the past couple of decades as a way to guide our actions. It is not surprising that the Nobel prize for economics in 2002 was awarded to psychologist Daniel Kahneman