The hottest field in economics today is behavioral economics, which acknowledges that people aren’t supremely rational decision-makers after all. Move over Mr. Spock and make way for Homer Simpson.  What has Nobel Prize winner Daniel Kahneman observed? Rather than choosing based on “greatest utility,” people inevitably allow their feelings to drive most outcomes. Decisive in recognizing the profound role played by people’s intuitive, emotional responses have been the advances made in neurobiology. No wonder President W. H. Bush declared the 1990’s “The Decade of the Brain.”