How do people make choices? A short answer is that science is not absolutely sure. The longer answer is that science understands some, but not all, aspects of the complex cognitive activity in the human brain that produces what we might call a choice. To engage this complex area of study, the first question we might ask is what we mean by choice. I use the word choice in this book to describe the act or process of selecting or determining an outcome. Choice is the activity we initiate in our brains to reach an outcome. This outcome can take various forms, such as a decision, judgment, assessment, or behavior. Herein, choice is conceptually broader than decision making, which is traditionally understood as the process by which one reaches a decision