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	That we all experience first-hand, more or less, thus allowing us to know in a serious and systematic way the functioning of our mind, and with it is that of our customers, real and potential. It also allows us to understand what are the elements that make the individual more or less irrational and, consequently, what are the factors at play in making him more aware. From behavioral economics a new perspective in communication and marketing was naturally born, namely behavioral marketing . It essentially shows us how much the relationship between companies and customers has changed. In this article we will deal with Classical and behavioral economics econ and human compared. Limited rationality Lack of self-control Relativism Framing Behavioral economics how to best use it New call-to-action Classical and behavioral economics econ and human compared Perhaps the best-known spokesperson for behavioral economics is Richard Thaler, an American economist, winner of the Nobel Prize for Behavioral Economics in and, above all, a man with seo expater bangladesh ltd many questions. One of the main ones went something like this “Why do people often do very naive things when with very little effort and effort they could make more profits?”. The question presupposes evidence, that is, that people often do not really act in their own interest but rather indulge in mechanical and less than virtuous behavior. This consideration is very different from what economics represented in the past in its descriptions of the human being. In fact, at the basis of classical economic models, the presence of an economic agent, called Homo Economicus , is assumed, which would make choices in the economic field dynamic. It is thanks to this subject that human beings could do a lot of intelligent and profitable things. According to this vision, this agent performs some functions It optimally maximizes expected utility.