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Uri’s early work on when and why incentives can backfire has become the cornerstone in a compelling line of research that explores when traditional economic theories fail to explain real human behavior. He is the co-author of the Washington Post bestseller, "The Why Axis." His work has been covered by the New York Times, the Wall Street Journal, and has been featured in the bestselling books "Freakonomics," "Predictably Irrational," and "Drive." Known for putting behavioural economics to work in the real world, Uri’s research focuses on helping organisations use behavioural economics to optimise incentive schemes. He is the Epstein/Atkinson Endowed Chair in Behavioral Economics and Professor of Economics & Strategy at the Rady School of Management, University of California, San Diego and a visiting professor at the University of Amsterdam Center for Research in Experimental Economics and Political Decision Making (CREED). [+]