In our society the fiction of homo economicus manifests itself in the beliefs associated with the language of behaviourism, which exists in multiple dialects, and which has come to permeate and pollute many disciplines in the social sciences:
Leaders, authorities, managers, superiors, social power gradients
Leadership, demands, commands
Management, measurement, control
Incentives, aversives, punishments
Business, tasks, busyness
Standards, norms, benchmarks, unwritten rules
Conformance, compliance, obedience
Some level of standardisation and conformance is useful for collaboration at human scale (i.e. small/local scale), but the more the purpose of conformance relates to maintaining social power gradients, the greater damage in terms of loss of diversity and locally relevant knowledge.
The sections below are extracts from articles that discuss the effects of behaviourist pseudoscience in parenting, education, in the workplace, in economics, and in science. The featured interview with Alfie Kohn offers an excellent introduction to behaviourism.