Editing Rational choice model (section)

===Critiques on the basis of emotion research===
Proponents of [[emotional choice theory]] criticize the rational choice paradigm by drawing on new findings from emotion research in [[psychology]] and [[neuroscience]]. They point out that rational choice theory is generally based on the assumption that [[decision-making]] is a conscious and reflective process based on thoughts and beliefs. It presumes that people decide on the basis of calculation and deliberation. However, cumulative research in neuroscience suggests that only a small part of the brain's activities operate at the level of conscious reflection. The vast majority of its activities consist of unconscious appraisals and emotions.<ref>See, for example, David D. Franks (2014), "Emotions and Neurosociology," in Jan E. Stets and Jonathan H. Turner, eds., ''Handbook of the Sociology of Emotions'', vol. 2. New York: Springer, p. 267.</ref> The significance of emotions in decision-making has generally been ignored by rational choice theory, according to these critics. Moreover, emotional choice theorists contend that the rational choice paradigm has difficulty incorporating emotions into its models, because it cannot account for the social nature of emotions. Even though emotions are felt by individuals, psychologists and sociologists have shown that emotions cannot be isolated from the social environment in which they arise. Emotions are inextricably intertwined with people's social norms and identities, which are typically outside the scope of standard rational choice models.<ref>See Arlie Russell Hochschild (2012), ''The Managed Heart: Commercialization of Human Feeling'', 3rd ed. Berkeley: University of California Press.</ref> Emotional choice theory seeks to capture not only the social but also the physiological and dynamic character of emotions. It represents a unitary action model to organize, explain, and predict the ways in which emotions shape decision-making.<ref>See [[Robin Markwica]] (2018), ''Emotional Choices: How the Logic of Affect Shapes Coercive Diplomacy''. Oxford: Oxford University Press.</ref>