Re-engaging with rationality in economic geography: behavioural approaches and the importance of context in decision-making

Behavioural approaches have become mainstream in economics,supported by the research of cognitive scientists and psychologists,yet their findings have attracted little attention from geographers.This article argues for a renewed behavioural economic geographythat builds on research in behavioural economics but also addressesone of its main shortcomings: a lack of engagement with thesocial context of decision-making. I outline a research agendathat bridges the gap between the disciplines in the area ofpension decision-making, using the example of choice in UK occupationalplans to argue for a mixed methodological approach to meet thechallenge of taking context seriously.