Marc Scholten is Associate Professor with Habilitation at Universidade Europeia. He received his PhD in Economic Psychology from Tilburg University (the Netherlands), and his Habilitation in Management from Universidade Nova de Lisboa (Portugal). He investigates human decision making, with a specialization in intertemporal choice, risky choice, and consumer behavior. He brings psychological insights to bear on the formal modeling of choice behavior, so that his research belongs to the broader field of Behavioral Economics. A common thread through many (but certainly not all) publications is the view that decision making is best understood as an attribute-wise comparison process, thus challenging the standard view (in finance, economics, and even psychology) that choice results from an alternative-wise valuation process. A general conclusion from his investigations is that the attribute-based view drastically simplifies reduces complexity of formal models of decision making, and enhances their scope (qualitatively) and improves their predictive accuracy and generalizability (quantitatively). Journals featuring his research include Psychological Review, Management Science, Journal of Experimental Psychology: General, Journal of Risk and Uncertainty, Journal of Experimental Psychology: Learning, Memory, and Cognition, Journal of Business Research, Cognitive Science, and Organizational Behavior and Human Decision Making.