Why are we more likely to forgo the opportunity to sell a £100 bottle of wine rather than actually taking money out our wallet to pay for it, when ultimately the 'opportunity cost' of doing so is the same? Why would the 'endowment effect' mean that we value a free ticket worth hundreds of pounds more than the money we would get from selling it? As the most vivacious and vociferous founding member of behavioural economics, Thaler presents his insightful findings with stories about data and experiments and shows us how to avoid making costly mistakes in our own lives. 'The creative genius who invented the field of behavioural economics is also a master storyteller . . . a wonderful and important book.' Daniel Kahneman 'Misbehaving gives us the story behind some of the most important insights in modern economics.' Malcolm Gladwell 'The man who turned classical economics upside down . . . A genial, often humorous account of the progress of Behavioural Economics by one of its most gifted practitioners . . . this is important stuff.' Bryan Appleyard, Sunday Times 'Enthralling.' Rohan Silva, Evening Standard, Books of the Year 'Gripping, replete with heroes and villains, triumphs and disasters, conflicts and comradeship . . . Thaler has spent a career seeking to understand individuals as they really are - chock-full of weaknesses, irrationalities and idiosyncrasies.' Richard Reeves, Guardian 'A brilliant intellectual history.' Economist, Books of the Year