A critique of homo economicus, especially in its simple formulation, has thus constituted a significant and continuing contribution of our field. (We not only insisted on having a place for altruism, morality, social reputation, and self-regard; we also recognized that behavior as well as beliefs can be dictated by attempts at dissonance reduction and rationalization, and that manipulations of small situational factors and the priming of particular goals, frames, or schemas that do not change objective costs or benefits can be highly impactful.)