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Behaviour & Psychologyperspective
Classical vs Behavioural Economists
Humans make rational and linear decisions — or do they? Why every marketer should stand at the window, not the door.
2 min read
The ATM perspective
2026
Classical economists believed humans make rational and linear decisions. Behavioural economists know humans function under unconscious biases. The difference is a door and a window: one shuts the world out, the other lets you see people as they actually are. Every marketing decision built on the classical view is built on a consumer who does not exist.