I've just added this book to my Christmas list as I think there is an interesting cross over between behavioural economics and the role of PR for businesses. 

Especially trying to understand why people don't always make decisions that would be best for them. And we can cite the recent example of Brexit in this camp.....

This doesn't just extend to personal decisions but across a lot of the audiences we are trying to reach and influence on behalf of clients.

I think 2017 could be a year that we start to see 'our publics' being given greater empowerment to make decisions. Behind the choice is likely to be a pre determined outcome as the article cites, but people now need to feel they are in control.