"My goal in writing Microeconomics and Behavior was to produce an intellectually challenging text that would also be accessible and engaging to students. Microeconomics and Behavior develops the core analytical tools with patience and attention to detail. At the same time, it embeds these tools...

Understanding the role of emotion in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In five experiments, participants made a set of binary product choices under conditions designed to induce different...