  The problem of quantification of emotions in the choice between alternatives
is considered. The alternatives are evaluated in a dual manner. From one side,
they are characterized by rational features defining the utility of each
alternative. From the other side, the choice is affected by emotions labeling
the alternatives as attractive or repulsive, pleasant or unpleasant. A decision
maker needs to make a choice taking into account both these features, the
utility of alternatives and their attractiveness. The notion of utility is
based on rational grounds, while the notion of attractiveness is vague and
rather is based on irrational feelings. A general method, allowing for the
quantification of the choice combining rational and emotional features is
described. Despite that emotions seem to avoid precise quantification, their
quantitative evaluation is possible at the aggregate level. The analysis of a
series of empirical data demonstrates the efficiency of the approach, including
the realistic behavioral problems that cannot be treated by the standard
expected utility theory.
