One of the merits of contemporary economic analysis is its capacity to offer accounts of choice behavior that dispense with details of the complex decision machinery. The starting point of this paper is the concern with the important methodological debate about whether economics might offer accurate predictions and explanations of actual behavior without any reference to psychological presuppositions. Inspired by an exercise of rational reconstruction of ideas, I aim to offer an interpretation of the process of freeing economic analysis from psychology at the end of the 19th century and the contemporary resurrection of behavioral approaches in the late 1980s.