" We believe that the more important lesson from the experimental research is that people bring many considerations and preferences into their choices besides their own rewards. This takes us beyond the scope of conventional economic theory. Game theorists should include in their analysis of games the players’ concerns for fairness or altruism. “Behavioral game theory extends rationality rather than abandoning it.”10 "

― Avinash K. Dixit , The Art of Strategy: A Game Theorist's Guide to Success in Business and Life