The emerging interdisciplinary field of cognitive choice models
integrates theory and recent research findings from both decision
process and choice behavior. Cognitive decision processes provide
the interface between the environment and brain, enabling choice
behavior, and the basic cognitive mechanisms underlying decision
processes are fundamental to all fields of human activity. Yet
cognitive processes and choice processes are often studied
separately, whether by decision theorists, consumer researchers, or
social scientists. In Cognitive Choice Modeling, Zheng Joyce Wang
and Jerome R. Busemeyer introduce a new cognitive modeling approach
to the study of human choice behavior. Integrating recent research
findings from both cognitive science and choice behavior, they lay
the groundwork for the emerging interdisciplinary field of
cognitive choice modeling.
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