Economic Biology and Behavioral Economics: The Prophesy of Alfred Marshall explores the prophesy of Alfred Marshall, the grand synthesizer of neoclassical economics, that the "Mecca of the economist lies in economic biology". The book presents the proof of that prophesy through examination and establishment of the fundamental biological science necessary and then applying that science to the examination of current economic theory. In doing so, the book focuses primarily on the fundamentals of neoclassical economic theory— which is the reigning theory and the general framework of which is taught as "science" in first courses in college economics. These courses are at best an idealization, if not an ideology, of the discipline—presented to fresh minds misleadingly as confirmed science. The book examines the bases and the history of these idealizations, points to the sources of their error from the biological perspective and suggests a path forward for the discipline. Through this process, the book demonstrates the power of the biological perspective anticipated by Marshall. This book provides invaluable reading for anyone interested in the future of economics and economic theory, and particularly those interested in behavioral economics and neuroeconomics.

The Oxford Handbook of Economics and Human Biology provides an extensive and insightful overview of how economic conditions affect human well-being and how human health influences economic outcomes. The book addresses both macro and micro factors, as well as their interaction, providing new understanding of complex relationships and developments in economic history and economic dynamics. Among the topics explored is how variation in height, whether over time, among different socioeconomic groups, or in different locations, is an important indicator of changes in economic growth and economic development, levels of economic inequality, and economic opportunities for individuals.

Neuroeconomics has emerged at the border of the social and natural sciences. This book argues that a meaningful interdisciplinary synthesis of the study of human and animal choice is not only desirable, but also well underway, and so it is time to develop formally a foundational approach for the field.

Behavioral economics has potential to offer novel solutions to some of today's most pressing public health problems: How do we persuade people to eat healthy and lose weight? How can health professionals communicate health risks in a way that is heeded? How can food labeling be modified to inform healthy food choices? Behavioral Economics and Public Health is the first book to apply the groundbreaking insights of behavioral economics to the persisting problems of health behaviors and behavior change. In addition to providing a primer on the behavioral economics principles that are most relevant to public health, this book offers details on how these principles can be employed to mitigating the world's greatest health threats, including obesity, smoking, risky sexual behavior, and excessive drinking. With contributions from an international team of scholars from psychology, economics, marketing, public health, and medicine, this book is a trailblazing new approach to the most difficult and important problems of our time.

This book compares and contrasts the neo-classic standard economics model with the behavioural economics model and shows how the latter attempts to explain the anomalies found in empirical research.

"Economic Biology and Behavioral Economics: The Prophesy of Alfred Marshall explores the prophesy of Alfred Marshall, the grand synthesizer of neoclassical economics, that the "Mecca of the economist lies in economic biology". The book presents the proof of that prophesy through examination and establishment of the fundamental biological science necessary and then applying that science to the examination of current economic theory. In doing so, the book focuses primarily on the fundamentals of neoclassical economic theory- which is the reigning theory and the general framework of which is taught as "science" in first courses in college economics. These courses are at best an idealization, if not an ideology, of the discipline-presented to fresh minds misleadingly as confirmed science. The book examines the bases and the history of these idealizations, points to the sources of their error from the biological perspective and suggests a path forward for the discipline. Through this process, the book demonstrates the power of the biological perspective anticipated by Marshall. This book provides invaluable reading for anyone interested in the future of economics and economic theory, and particularly those interested in behavioral economics and neuroeconomics"--

Today, behavioral economics has become virtually mainstream.