This project pursues breakthroughs which allow important questions of basic and applied science to be addressed using mathematical decision models. Advances are made through an interdisciplinary effort, combining recent developments in econometric and statistical methods, cognitive science, and advances in computing. The outcomes will bring to a new range of questions a proven and powerful approach for investigating psychological effects. The project will begin this expansion effort with investigations of choices about health care and consumer purchases. This research will result in new methods available to the wider scientific community which open up new horizons for understanding basic cognition, and human behaviour in many domains.