The project seeks to develop and integrated approach between cognitive science and economics to study the role of selective memory and attention in shaping human beliefs, economic decisions and market outcomes. This stands in contrast with the standard rational choice approach which views beliefs and choices as formed on the basis of stable utility functions. The broad goals are, first, to develop theoretical analyses of how selective memory forces and selective attention to features affect expectation formation and decision making in several domains. Second, to develop methods to apply this theory to a range of real world context, in the field and experimental, and to measure the decision makers’ cognitive parameters, selective memory cues, and integrate their analysis with measured attention, reasoning and choice data.