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A new theory of decision-making helps explain why humans often make decisions that are simply adequate, not optimal. According to the theory, people often use relative thinking when they should use absolutes, and vice-versa.

Jeanne hedden gallagherMina mahmoudiMark pingleRattaphon wuthisatianUniversity of nevadaRensselaer polytechnic instituteDepartment of economics at rensselaer polytechnic instituteSouthern oregon universityRensselaer polytechnicBehavioral economicsRatio difference theorySouthern oregonJeanne heddenHonor richard hollisNeuroscience newsletter