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Pew and Mavor (1998) called for an integrative representation of human behavior for use in models of individual combatants and organizations. Models with integrated representation of behavior have only been achieved at rudimentary levels according to those performing the studies (e.g. Pew & Mavor, 1998; Tulving, 2002) and those building the models (e.g. Warwick et al., 2002). This chapter will address aspects of cognitive performance that are important to incorporate into models of combat based on acceptance of theory, strength of empirical data, or for other reasons such as to bridge gaps where incomplete knowledge exists about cognitive behavior and performance. As a starting point, this chapter will assess which of Pew and Mavor’s recommendations are still appropriate as determined by a review of selected literature on cognition and its representation. We will also provide some review and extensions of key literature on cognition and modeling and suggest a way ahead to close the remaining gaps. Different aspects of cognition are described with recent findings, and most are followed by an example of how they have been represented in computer models or a discussion of challenges to their representation in modeling.

The logic of consequences and the logic of appropriateness have long been central to understanding behavior in organizations. However, scholarly work on the logic of appropriateness has consisted mostly of conceptual clarification and ex post explanation of observed behavior. In an effort to facilitate the study of the logic of appropriateness through experimental methods, this paper introduces an experimental paradigm that allows for the manipulation of decision logic as an independent variable. Using this paradigm, 710 participants played four iconic behavioral games in which profitability and ethics are both at play and, sometimes, at odds: Prisoners’ Dilemma, Dictator Game, Ultimatum Game, and Trust Game. The manipulation generated behavioral data, as well as qualitative data about participants’ considerations while deciding according to each logic. The behavioral data show that, compared to participants employing a logic of consequences, participants employing a logic of appropriateness rejected more unfair offers in an Ultimatum Game and were more generous when reciprocating trusting behavior in a Trust Game. In all other cases, behavior between the two logics was not significantly different. An analysis of the qualitative data suggests that a logic of consequences increased participants’ focus on monetary concerns, whereas a logic of appropriateness increased participants’ focus on moral concerns. Taken together, these data provide new insights into when, how, and why the two logics result in behavioral and cognitive differences. The authors conclude by considering directions for future research that they see as particularly amenable to study using the experimental manipulation presented here.

While it is widely recognized that conflict at work takes various forms, there is much confusion and disagreement among theorists and practitioners as to what constitutes conflict – discontent – and what range of behavioural form it takes. As for behavioural expressions of conflict, only the most visible forms such as strikes, labour turnover and absenteeism have received attention. Other unconventional forms of behaviour such as sabotage, pilferage and disruptive practices have, by and large, been neglected. At present, a comprehensive classification which includes both conventional and unconventional expressions of discontent is difficult to find. Includes a direct response to this vacuum. Offers a behavioural framework which has the potential for not only including the actors involved, but also explaining the behavioural strategies open to people and the reasons for choosing a particular way of expressing their discontent. Concludes that a better understanding of workplace conflict and its effective management requires appreciating the range of behavioural expressions involved; creation of the work environment conducive to the conflict processing and conflict resolution; and understanding the significance of the potential of the people as choice makers, when choosing from among the options open to them for expressing discontent.

Workplace conflict can take various forms, though only the most visible forms such as strikes, labour turnover and absenteeism have received attention. Unconventional forms such as sabotage, pilferage and disruption have, by and large, been neglected. In its analysis here offers a novel behavioural framework which includes the actors, their behavioural strategies and the motives behind their choices of action. Concludes that, for managers as leaders, it is vital to gain a better understanding of workplace conflict, its varied conventional and unconventional expressions and its management. This can only be made possible if the role of the people, as choice makers, when choosing from among the options open to them for expressing discontent, is understood.

Purpose – This chapter offers an integrative review of psychological and neurobiological differences between younger and older adults that might impact economic behavior. Focusing on key health economic challenges facing the elderly, it offers perspectives on how these psychological and neurobiological factors may influence decision-making over the life course and considers future interdisciplinary research directions.

Methodology/approach – We review relevant literature from three domains that are essential for developing a comprehensive science of decision-making and economic behavior in aging (psychology, neuroscience, and economics), consider implications for prescription drug coverage and long-term care (LTC) insurance, and highlight future research directions.

Findings – Older adults face many complex economic decisions that directly affect their health and well-being, including LTC insurance, prescription drug plans, and end of life care. Economic research suggests that many older Americans are not making cost-effective and economically rational decisions. While economic models provide insight into some of the financial incentives associated with these decisions, they typically do not consider the roles of cognition and affect in decision-making. Research has established that older age is associated with predictable declines in many cognitive functions and evidence is accumulating that distinct social motives and affect-processing profiles emerge in older age. It is unknown how these age differences impact the economic behaviors of older people and implies opportunities for path-breaking interdisciplinary research.

Originality/value of the chapter – Our chapter looks to develop interdisciplinary research to better understand the causes and consequences of age-related changes in economic decision-making and guide interventions to improve public programs and overall social welfare.

This paper investigates how respondents to conjoint experiments process information and choose among product profiles, and how this varies with their knowledge about the product. Models for estimating conjoint attribute weights are almost exclusively based on principles of compensatory decision making. The paper aims to explore to what extent and in what way these basic principles of conjoint modelling are violated.

Data were obtained from a verbal protocol study where 18 undergraduate students each performed a total of 28 stated choice tasks while “thinking aloud”.

Results show that cognitive operations consistent with compensatory decision rules constitute a majority of the total number of operations performed across tasks and respondents. However, few respondents exhibited a consistent use of compensatory‐type processes throughout their choice sets. Results suggest that individual preferences interact with characteristics of the choice sets to instigate changes in information processing. It also appears that complete strategies are seldom used. Finally, respondents' knowledge about the product influences the cognitive operations that respondents use in solving conjoint tasks.

Results are based on responses from 18 undergraduate students, which makes generalizations hard.

One implication of this work is that one should apply a more flexible model framework to allow detecting the existence of non‐compensatory strategies.

This paper is one of few which aim to implement findings in behavvioral decision research within the context of conjoint analysis.

Independent travelers are those vacationers who have booked only a minimum of their transportation and accommodation arrangements prior to departure on the vacation. Independent travel is an important and growing sector of worldwide tourism. Choice of vacation itinerary for the independent vacation represents a complex series of decisions regarding purchase of multiple leisure and tourism services. This chapter builds and tests a model of independent traveler decision-making for choice of vacation itinerary. The research undertaken employs a two-phase, inductive–deductive case study design. In the deductive phase, the researcher interviewed 20 travel parties vacationing in New Zealand for the first time. The researcher interviewed respondents at both the beginning and the end of their New Zealand vacations. The study compares pre-vacation research and plans, and actual vacation behaviors, on a case-by-case basis. The study examines case study narratives and quantitative measures of crucial variables. The study tests two competing models of independent traveler decision-making, using a pattern-matching procedure. This embedded research design results in high multi-source, multi-method validity for the supported model. The model of the Independent Vacation as Evolving Itinerary suggests that much of the vacation itinerary experienced in independent travel is indeed unplanned, and that a desire to experience the unplanned is a key hedonic motive for independent travel. Rather than following a fixed itinerary, the itinerary of an independent vacation evolves as the vacation proceeds. The independent traveler takes advantage of serendipitous opportunities to experience a number of locations, attractions and activities that they had neither actively researched nor planned.

This applied neuroscience study aims to understand how direct and unconscious emotional and cognitive responses underlie travel destination preferences. State-of-the-art neuroscience tools and methods were used, including stationary eye tracking and brain scanning electroencephalography (EEG) to assess emotional and cognitive responses to destination images and assets. To the researchers’ knowledge, this study is the first applied neuroscience study in tourism research and thus opens a new path of research and enquiry to this area. This paper is an attempt to understand specific mental processes in human tourism behaviours, and it is suggest that unconscious emotional and cognitive responses are natural processes that need to be studied and understood, not as special cases, but embedded as natural parts of tourism research.

To better understand consumers’ unconscious responses to possible travel destinations, a 3 × 5 factorial design was run with the factors being stimulus type (images, printed names and videos) and travel destination (Dubai, Abu Dhabi, Hong Kong, New York and London). Eye-tracking calibration was done with a nine-point fixation test and the EEG calibration was done using functional localizer tests based on the ABM B-ALERT calibration process. This calibration procedure allows reliable tracking of emotional and cognitive responses over time. Thirty Emirati (nationals of the UAE) participants, consisting of equal numbers of males and females (15) were recruited from the UAE and signed informed consent. Each participant was positioned in front of an eye tracker and computer screen, and brain-scanning equipment was mounted; then, each participant underwent eye-tracking and neuroimaging calibration procedures. A Tobii T60XL eye tracker and an ABM X-10 EEG brain scanner, both running iMotions v5.1 in a Windows 7 environment, were used.

General emotional and cognitive differences were identified between the channels through which travel destinations are presented. Words about and names of travel destinations cause higher cognitive loads, which may not be surprising, given the greater associative load that words have than images. Of particular interest is the hypothesis that images evoke stronger affective responses than verbal representations. However, as previously noted (Holmes and Mathews, 2005), empirical evidence for this assumption seems surprisingly sparse. The present study and the context provided here suggest that decisions on travel destination have an unconscious component and a direct component that may drive or affect overt preference and actual choice.

The limitations of this paper is that first, neuromarketing is not dependent on sample sizes; however, future studies could build on this paper to understand why there is a preference for cities. It is suggested that unconscious emotional and cognitive responses are natural processes that need to be studied and understood, not as special cases, but embedded as natural parts of tourism research.

Thus, tourism research may indeed be a suitable field for understanding the brain bases of complex preference formation and choice. Various researchers have found that a destination image is typically measured using cognitive, affective and behavioural components, and further stated that the cognitive image component of a destination was found to have a significant positive effect on the affective image component and overall destination image (Stylidis et al., 2017). Therefore, this research which has introduced brain scanning can be used to better understand the underlying unconscious emotional and cognitive processes that affect consumer thought and action. An understanding of what goes on in the human unconscious mind is very important for destination marketers, this can help in the integrated marketing communication process to create a destination image and brand.

Pride is an emotional response to success or achievement with two facets, AP and HP. This study aims to address an unanswered question: how does each type of pride affect indulgence when consumers engage in relatively thoughtful processing (System II) versus when they engage in rapid and more superficial processing (System I).

Using four experiments, this research investigates the effects of pride and cognitive resources on indulgence. This study also tests the mediating roles of deservedness and self-esteem using an ANOVA, a bootstrap analysis and a binary logistic-regression analysis.

The results show that cognitive resources moderate the effects of AP and HP on indulgence. When consumers have ample cognitive resources, AP leads to more indulgence than HP. When consumers have restricted cognitive resources and engage a quick, affective-based processing system, HP leads to greater indulgence than AP.

This research enhances understanding of the impact of two kinds of pride on indulgence and advances the authors’ understanding in the broader area linking emotion and consumer decision-making.

Marketers and public policymakers need to understand the differences between AP and HP because they have potentially different impacts on consumer behavior. Depending on whether companies are trying to motivate consumers to indulge or to restrain from indulging, companies can successfully incorporate AP or HP into their marketing communications.

The key contribution of this research is that the authors show that both AP and HP can lead to indulgence, depending on the amount of cognitive attention that is allocated to the decision and, therefore, which system consumers deploy.