Experimental psychology has shown differences between predictions of theory of decision and human choices. Emotions like regret can partly explain these differences. Neuroimagery used in combination with behavioural economics (neuroeconomics) has been used in order to try to disentangle the different emotional and rational factors (regret, rejoicing, reward, costs, uncertainty, trade-off betwee...

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There is a surprising disconnect between formal rational choice theory and philosophical work on reasons. The one is silent on the role of reasons in rational choices, the other rarely engages with the formal models of decision problems used by social scientists. To bridge this gap, we propose a new, reason-based theory of rational choice. At its core is an account of preference formation, acco...

Several philosophers have argued that de se beliefs—one’s thoughts about oneself in a characteristically ‘first-personal’ way—have special features that set them apart from other kinds of belief. Frege famously seemed to argue that everyone’s thoughts about themselves are distinct, and unshareable. Other philosophers have argued that some de se beliefs require a refinement of attitudinal conten...

Despite the increasing popularity of IT-enabled personalization, the online consumers’ attitude of reactance appears to be a major inhibiting result in their acceptance of the online personalized advertising. The objective of this study is to study consumers’ reactance of online personalized advertising from the perspective of negative effects. Especially, we identify the rational choice factor...

This paper proposes a way to understand transformative choices, choices that change ‘who you are.’ First, it distinguishes two broad models of transformative choice: 1) ‘event-based’ transformative choices in which some event—perhaps an experience—downstream from a choice transforms you, and 2) ‘choice-based’ transformative choices in which the choice itself—and not something downstream from th...

This paper criticizes the divide ‘by assumption’ between rational choice and behavioral choice and proposes a way of reconnecting ‘bounded’ and ‘unbounded’ rationality. The connection is an epistemic model of rational discovery and problem modeling which can complement both the descriptive behavioral models of search and choice and the prescriptive model of rational choice. The concept of epist...

Many philosophers, sociologists, and political scientists defend the claim that rational choice theory can provide the basis for a unified and comprehensive theory of social behaviour. Rational choice models are theoretically generalized to explain the behaviour studied by nearly all social science disciplines, from political science to psychology and sociology. Specific applications include go...