Abstract
Several scientific disciplines are focused in the irrational behaviour of individuals. This predictably or systematic irrationality though violates the assumption of "maximising the expected utility", creates a new promising field of research and policy improvement. In this paper five dimensions in the distortion of preferences and decisions are reviewed, and some examples of policy initiatives for redressing and influencing the misled behaviour are provided. The "asymmetric policies for merit goods" have good foundations for future development of public health policy and practice.
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