However, many of these constraints are themselves social products, the consequences of past human action. Similarly, individuals’ preferences are shaped by the contexts that they have experienced, perhaps particularly as children. Thus, the first move of TCA is to put the act of choice into historical context, recognizing that both constraints and preferences change, and that those changes are largely endogenous. The second move is to incorporate findings from the growing literature in cognitive- and neuroscience, behavioral economics, and developmental psychology about how learning and deciding actually take place. This literature suggests that emotional state and social context matter a great deal, and that true maximization is very rare