Publisher's Synopsis
Cognitive decision processes provide the interface between the environment and brain, enabling choice behaviour, 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 modelling approach to the study of human choice behaviour. Integrating recent research findings from both cognitive science and choice behaviour, they lay the groundwork for the emerging interdisciplinary field of cognitive choice modelling.
