Chapter 14 Outline

Introduction
Introductory Box: Addiction to Gambling
Decision Making: From Rational Choice to Behavioral Economics
Reward and Utility
- Dopamine: Pleasure or motivation?
- Reward prediction error
- Responses to negative outcomes
Box 14A: Learning Values and Forming Habits
Uncertainty: Risk, Ambiguity, and Delay
- Risk and ambiguity
- Delay: Discounting future rewards
Social Context
- Social rewards
- Social cooperation
- Social punishment
Integration: Combining and Comparing Information to Reach a Decision
- Perceptual decision making
- Value-based decision making
Box 14B: Modeling Simple Decisions
Heuristics in Decision Making
Future Directions
Box 14C: Neuromarketing