When Reasoning is Guided by Emotion
On page 70, you write, "From this example, consider how much rational thought is involved in how we make decisions." Correct me if I'm wrong, but in general you assume that our reasoning provides a solid rational basis for our decisions. I'm interested in the recent work that casts doubt on the primacy of our reasoning, in such books as Thinking Fast and Slow and The Righteous Mind. The application is to both simple decisions such as buying products and to moral decisions.
Did you consider that perspective in writing the book before deciding to go more with rational choice theory?