Riccardo Viale is Professor of Behavioral Sciences and Cognitive Economics in the Department of Economics at the University of Milano-Bicocca, where he is President of BIB-Behavioral Insights Bicocca. He is also Professor of Behavioral Economics at the School of Government and the School of European Public Economics at LUISS, Rome, and Founder and Secretary General of the Herbert Simon Society. He is the author of Economics, Bounded Rationality and the Cognitive Revolution (with Herbert Simon, Massimo Egidi, and Robin Marris) and other books.