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Affective decision-making is a strategic model of choice under risk and uncertainty where the authors posit two cognitive processes - the "Rational" and the "Emotional" process. Observed choice is the result of equilibrium in this intrapersonal game. As an example, they present applications of affective decision-making in insurance markets, where the risk perceptions of consumers are endogenous. They derive the axiomatic foundation of affective decision making, and show that affective decision making is a model of ambiguity-seeking behavior consistent with the Ellsberg paradox.
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