Homo Economicus v.2

Saugato Datta writes about Daniel-McFadden's new theory of consumer choice.
in the image we see the new, more refined version of a Consumer Homo Economicus emerging from shell of an older, robotic-style model.

made: 20 Apr 2013   for: The Economist Newspaper, London

link: economist.com/news/finance-and-economics/21576645-nobel-prizewinner-argues-overhaul-theory-consumer-choice