Homer Simpson for Nonprofits

The problem is that most people don't think like Alan Greenspan. They are more like Homer Simpson — 
limited in attention, over-endowed with impulse and ruled by emotion.

Enter behavioral economics

Behavioral economics is a reaction to this truth. It rejects "rational choice theory" or "rationality" — the dominant theoretical paradigm in economics. When we say rationality, we mean the idea that a person balances the costs against benefits before taking an action and makes the decision that is in his or her best interests. Behavioral economics challenges the notion that people choose the best action or the most logically presented choice and explore the bounds of rationality — identifying social, cognitive and emotional factors that can influence the decisions people make.