In recent years, psychologists and economists have increasingly realized that emotion plays an important role in the decision-making process. This book is interesting to read in that it provides an opportunity to explore how and why different emotional experiences influence the way individuals reach their decisions and their decision outcomes. The author also explained how and why older people reach their decisions differently from their younger counterparts. The interesting findings revealed in this book has implications across many domains of everyday life. For example, the author discussed how to take into account the audiences' feelings in advertisement industry.
Cai Xing, Ph.D. in Psychology. Studied at Beijing NormalUniversity in Beijing,China and Brandeis University in Massachusetts, USA. Member of American Psychological Association and Society for Personality and Social Psychology. Dr. Cai Xing`s areas of special interest are emotion, motivation and decision-making.