Chocolate cake, sex, and valuing behaviour

Jonathan Myers looks at how we make choices.

An onslaught of possibilities assaults your senses every day. Incredibly diverse scenarios demand your attention – you must consider the pros and cons, and navigate towards the best choice. How does your brain do it?

Vanilla fudge sundae, or raspberry ice cream with crushed nut sprinkles? What to wear in the morning. The best time to sell an investment. Take a weekend break or stay at home? Choose the ‘lesser of evils’ from two unpleasant medical choices. Stay in the EU or come out? It’s choices, choices and more choices every day! How on earth do you decide?

The answer lies in valuing behaviour, and it is key to the choices you make. Furthermore, whether involving an intricate set of priorities or


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