Behaviour; a simple term we are all familiar with that we understand as the ‘actions we take’. Often we act with thought and intention but not always, at other times some may say we act intuitively and others may even say impulsively. Economics for a long time was founded on the idea that humans are rational beings; making rational choices. The well respected psychologist Daniel Kahneman started questioning this defacto concept of rationality about 50 years ago and interestin