with his background in neuroscience, journalism and now
an economist, is a strong supporter of good science, believing
that conventional theorists are struggling to make the facts
fit the theory and that current economic theories have poor
predictive power. He argues that both are signs of a poor
theory but that many economists are very resistant to change.
Lunn believes a new theory of economics based on good science
should emerge based on the facts of how people actually
behave rather than an inaccurate set of assumptions. This
approach is the closest we can get to the truth. He also
throws in some other interesting ideas such as proposing
that marketing should be taxed! Lovely, let’s do it!
A well written, interesting and lively read, aimed at economists
and lay people, which questions traditional assumptions
of human behaviour.