Most of what we learn in economics and management assumes that human beings behave as rational agents. This fundamental assumption underlies the equations of economists as well as the analysis of players and observers in financial markets. Over the past few decades, however, research in psychology and economics has shown that our actual behaviors are inconsistent with these models. Human beings, it appears, deviate from economic rationality in systematic, consistent and predictable ways. The study of such “biases” has become a cornerstone of what is now known as “Behavioral Economics” (BE), with many applications, e.g., in marketing, finance and public policy.