Why not more attention to psychology in HR?

A friend sent me a link for a youtube video. It is a talk by Dan Pink that examines recent research. This  contends bonus schemes based on reward and punishment don’t work. You can view it by looking at: http://www.youtube.com/watch?v=u6XAPnuFjJc
I am wondering, if the most important motivators are not financial but psychological,then what does it mean for the way [...]

• Why not more attention to psychology in HR?
• Uses of Myers Briggs for schools and teachers
• Are you an entrepreneur?
• Follow that red rubber ball
• 5 things to improve your teaching