How do people choose from the many possibilities they face every day? In this book, prominent Dutch scientists from various disciplines provide a clear overview of the most recent knowledge about human choice behaviour. In doing so, they elaborate on the great influence of the environment and the role of the unconscious. In addition, the latest insights from neurobiology are discussed. This book is intended for anyone who is concerned with human choice behaviour and the question of how this can be influenced. For example, how can people be seduced into a healthier lifestyle? To energy-saving behaviour? To sensible financial planning? The scientists in this collection offer new and promising perspectives for answers to these types of questions.