Economics, 3rd Edition

discarded from undergraduate 

economics courses? Explain.

4 

Explain the role that emotion 

might play in consumer decision 

making. (You should think about 

the range of emotions that have 

been alluded to in the article.)

5 

Some economists have sugges-

ted that human brains have not 

evolved to cope with the rapid 

changes in our lifestyles – that 

our brains are still hard-wired 

to cope with the need to survive, 

characteristic of early humans. 

Using the second piece of res-

earch outlined in the article, 

explain how such a theory might 

affect our understanding of con-