Gottlieb, Daniel A2023-05-222023-05-222014-05-012016-06-01https://repository.upenn.edu/handle/20.500.14332/5157This paper presents a model of choice based on imperfect memory and self-deception. I assume that people have preferences over their own attributes (e.g., skill, knowledge, or competence) and can manipulate their memories. The model provides a prior-dependent theory of regret aversion and allows for prior-dependent information attitudes. It implies that behavior will converge to the one predicted by expected utility theory after a choice has been faced a sufficiently large number of times.© 2014. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/memoryself deceptionbehavioral economicsBehavioral EconomicsArticle