I've long been skeptical of much of the behavioral economics literature. Not that it's necessarily wrong, but that the experiments are so contrived that they're difficult to generalize. But the pattern we see is, a contrived example with undergraduate students given $20 bills or something, and then cherry picking of anecdotal real world evidence.

It's easy to say that consumers and investors behave irrationally, it's harder to tease out hidden factors in a rational utility/loss function that may depend more on the expected value of one action.