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This chapter presents a personal (thus biased) view of the evolution of behavioral economics, which the author believes constitutes a revolution in economics or, better, a re-evolution of economics, since economics is behavioral in nature, it was behavioral at its outset, and finally returned to being behavioral. The chapter claims that most classical economists were behavioral economists since they considered psychology and sociology in their studies. While Simon’s idea of limited rationality anticipated behavioral economics, the work of Kahneman and Tversky and of the first modern behavioral economists such as Thaler, Shiller, Shefrin and Statman, among others, can be considered the first generation of behavioral studies. In recent years, behavioral economists went ‘in action’, suggesting solutions to biases or how to exploit them to the benefit of people. It is now time for a third generation of ‘personalized’ behavioral economics that accounts for individual personalities.
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