Practice Financial literature rests on the assumption that individuals are completely rational and that they act trying to maximizing their expected utility. What actually happens in the market, however, disproves this concept. Research has shown that individuals have limited rationality and when they need to make a choice, they select the less risky one, at the cost of the maximization of their total profit. Moreover, humans are incapable of thinking on their total welfare. The scientific explanation for this fact is that our personality is composed of two sides: one that plans and the other one that does or does not do what is planned. Marketing approach that exploit our dualism are emerging and, according to the talker, the government should regulate the contracts that exploit the gap between our long term decisions and the day to day decision making. In conclusions, it is important to recognize the irrationality in decision-making in order to overcome it and improve our ability to make choices.