Alana Cornforth published a paper titled Behaviour Change: Insights for Environmental Policy Making from Social Psychology and Behavioural Economics in the Policy Quarterly in 2009.
This is what I would describe as vital reading for anyone who is in the business of persuading others.
Since it is available online I won't repeat it here but to give a bit more of an overview: she explains that neoclassical economics claimed to know how people would behave, but yet again it relies on assumptions that do not hold up in the real world, so it fell upon the new branch of behavioural economics to investigate human nature in decision making. Overall, it is set in the context of getting the masses to care about the(ir) environment.
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