Who benefits from behavioural economics?

Interpreted by a sociologist, this paper intends to sketch and discuss the main ideas behind behavioural economics, asking who will ultimately benefit from this field of knowledge; the consumers through authorities' implementation of supportive measures; or marketing people taking advantage of this knowledge? While sociologists try to understand how individual choices are affected, restricted or determined by structures, traditions and norms; behavioural economists point to cognitive mechanisms within individuals to explain non-rational choices. This article claims that behavioural economics would improve by incorporating sociological knowledge and approaches.