But in the world patrolled by the food police, children would not be exposed to ads until they are 18, the age at which activists seem to think people magically become discriminating and able to make rationalchoices in their own best interest.
Opponents warned at the time that this one-size-fits-all approach disregarded the various health needs of a diverse American population, and ignoree how rational people and states will react to new choices in front of them.
Behaviorists reject the classic economic theory of human beings as ultra-rational self-interested actors and, drawing on psychology, examine the causes of seemingly irrational economic choices, such as not taking advantage of money offered in an employer-provided retirement plan or giving away more money to charity than can be explained by purely selfish motives.