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, G. S. ( 1962 ): Irrational Behavior and Economic Theory . The Journal of Political Economy : 1 - 13 . Behara , R. S. ( 2000 ): Process Innovation in

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purchase insurance. Behavioral irrationality and wealth effects can distort an agent's purchasing decisions from the optimum. The agent's decision not to purchase insurance may more likely be the result of inadequate knowledge, insufficient savings, and

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