Lo que importa es el porque / The Why Axis: Los Motivos Economicos Ocultos De Nuestras Acciones by Gneezy, Uri/ List, John A.

Can economics be passionate? Uri Gneezy and John List's ideas and methods for revealing what really works in addressing big social, business, and economic problems gives us new understanding of the motives underlying human behavior. We can then structure incentives that can get people to move mountains, change their behavior, or at least get a better deal.