Behavioral economists keep uncovering something wild—rationality doesn't actually run the show in most decisions. We like to think we're all logic machines, running calculations and weighing data points. The reality? Emotions, biases, and pattern-matching dominate how we actually choose. This matters big time for traders and investors. Whether you're deciding on a position or managing risk, understanding that your brain isn't wired for pure logic changes the game. Market psychology > spreadsheets.