Is there a unified choice theory?

What a Bad Decision Looks Like in the Brain

Humans often make bad decisions. If you like Snickers more than Milky Way, it seems obvious which candy bar you’d pick, given a choice of the two. Traditional economic models follow this logical intuition, suggesting that people assign a value to each choice—say, Snickers: 10, Milky Way: 5—and select the top scorer. But our decision-making system is subject to glitches. In one recent experiment, Paul Glimcher, a neuroscientist at New York University, and collaborators asked people to choose among a variety of candy bars, including their favorite—say, a Snickers. ….[READ]