AGRICOLA IND 90010311; Discussion by C.R. Harper, : 96-97; Discussion by R.D. Weaver, : 98-102, The neoclassical paradigm has proven to be a rich approach for evaluating a variety of issues for individual and social decision making. However, an increasing body of literature suggests that actual behavior systematically violates the neoclassical utility model. This paper reviews a number of alternative models for decision making. Results from the literature show several examples of apparently "irrational" behavior that can be explained in terms of these alternative motivations. The paper also extends the received literature by examining in some detail the implications of one such model which is based on the psychological feeling of ambivalence. The paper demonstrates that ambivalence has the potential for explaining the appearance of intransitive choices, the use of rules of thumb in decision-making and the large discrepancies between stated willingness-to-pay and
