1 We believe there are several reasons for this. In addition, with the advent of rich observational data from purchase histories, a related line of work has revolutionized statistical models of decision making that aim to represent underlying choice process.īut for the most part these models and ideas have not penetrated sociology. Researchers in the interdisciplinary field of Judgment and Decision Making (JDM)-which primarily comprises cognitive science, behavioral economics, academic marketing, and organizational behavior-have generated a wealth of findings, insights, and prescriptions regarding how people make choices. From Daniel Kahneman’s 2002 Nobel Prize for his work on “Heuristics and Biases,” to the rise in prominence of Behavioral Economics, to the burgeoning policy applications of behavioral “nudges” ( Kahneman 2003 Camerer & Loewenstein 2004 Shafir 2013), both scholars and policy makers increasingly focus on choice processes as a key domain of research and intervention. Over the past several decades, there has been an explosion of interest in, and recognition of the importance of, how people make decisions.