Behavioral economists believe that behavioral factors do not affect economic theory, but it affects people's choice in the economy.

Behavioral economics deals with studying the relationship between human psychology and economics in terms of decision making. The individual perspectives and preferences about specific products affect the ability of different consumers to purchase certain items. People's choices on products and services in the market or economy depend on individuals' psychological thinking and opinion. Several feedbacks may also influence the choices from other consumers on the benefits and importance of the product.