The standard economic model of decision making assumes a decision maker makes her choices to maximize her utility or happiness. Her current emotional state is not explicitly considered. Yet there is a large psychological literature that shows that current emotional state, in particular positive...

This article presents an introduction to and analysis of an emerging area of research, namely decision neuroscience, whose goal is to integrate research in neuroscience and behavioral decision making. The article includes an exposition of (1) how the exponential accumulation of knowledge in...

Results from two studies show that positive affect reduces the negative consequences of choice overload on the consumer choice experience and on satisfaction with the chosen option. In study 1, these effects were observed in an on-line consumer choice setting. Study 2 was conducted in the...