Some of the main items that you should fully address in the paper include:

• Leading figures in the school of thought and their hypotheses, theories, works and awards (particularly the nobel prize).
• Discussion of divergences from neo-classical theory
  • Framing and advertising
  • The endowment effect
  • Anchor pricing
• Implications for business strategy and public policy under neo-classical and behavioralist assumptions(which would require more regulatory involvement?).