Behavioral economics has exploded over the last couple of years and market researchers have to begun to explore how it can be used in their work. But is it new or just new to you? This presentation outlines the growth of BE over the last 300 years and also describes some classic psychology experiments over the last 100 years. Moral of the story? If you just heard about a new theory of research, don't conduct research from scratch. Check what's already been done over the last few centuries!