readership as decision research plays an important role in such diverse areas as business, marketing, law, finance, medicine and … Model of Rational Choice', Quarterly Journal of Economics, 69 (1), February, 99-118 -- Herbert A. Simon (1959), 'Theories of … Decision-Making in Economics and Behavioral Science', American Economic Review, XLIX (3), June, 253-83 -- Dan Ariely, George …