"One day in the early 1970s, Amos handed me a mimeographed essay by a Swiss economist named Bruno Frey, which discussed the psychological assumptions of economic theory. I vividly remember the color of the cover: dark red. Bruno Frey barely recalls writing the piece, but I can still recite its first sentence: 'The agent of economic theory is rational, selfish, and his tastes do not change.'
I was astonished."
Thinking, Fast and Slow, p. 261.