1. Introduction Jonathan Baron and Elke U. Weber; 2. Predicting perceived differences in tradeoff difficulty Jane Beattie and Sema Barlas; 3. The enhancement of feature salience in dichotomous choice dilemmas David A. Houston, Deborah Sherrill-Mittleman and Mathew Weeks; 4. The impact of emotional trade-off difficulty on decision behavior Mary Francis Luce, John W. Payne and James R. Bettman; 5. Impulse buying in ordinary and 'compulsive' consumers Helga Dittmar; 6. What to do when decisions go awry: behavioral consequences of experienced regret Marcel Zeelenberg, J. Jeffrey Inman and Rik G. M. Pieters; 7. Decisions about prenatal screening R. Murray and J. Beattie; 8. Talk about tradeoffs: judgements of relative importance and contingent decision behavior William M. Goldstein, Sema Barlas and Jane Beattie; 9. Private values and public policy Michael Jones-Lee and Graham Loomes; 10. Measuring value tradeoffs: problems and some solutions Jonathan Baron; 11. Decisions with multiple stakeholders and conflicting objectives Deltof Von Winterfeldt; 12. Designing websites to empower health care consumers Mark Spranca; 13. Interpreting conflicts between intuition and formal models Deborah Frisch.