From Kevin Murphy:
In the 1950s, few economists thought of phenomena such as racial discrimination as under their purview. That changed in 1957, when Gary S. Becker, Professor of Economics and of Sociology at the University of Chicago and at Chicago Booth before his death in 2014, published The Economics of Discrimination, a book based on his 1955 PhD thesis.
Becker’s analysis would extend the reach of economics, and completely reshape the field—and social-science research in general, but it took decades to do so. “For several years it had no visible impact on anything,” he later recalled. “Most economists did not think racial discrimination was economics, and sociologists and psychologists generally did not believe I was contributing to their fields.”
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Utopia, you are standing in it! 
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