However, it can be explained through alternative theories as behavioral economics. Famous psychologist Dan Ariely in his work Predictably Irrational explains that social norms shape people's decisions as much as market norms. Therefore, individuals tend to be willing to create value because of their social constructs, knowing that they won't be paid for that. He draws an example of thanksgiving dinner, offering bill for which would offend the family member, who prepared it motivated by the pleasure of treating family members.