Over the last 60 years, scholars have identified an increasing number of behavioural deviations from the standard models in economics. They have furthermore devised a wide variety of descriptive models that can capture these anomalies, which has led to a proliferation of formal models. Recent evidence, however, shows that deviations from standard models may be the outgrowth of noisy cognition: noisy or approximate assessments of the choice quantities themselves may be responsible for many of the phenomena that have traditionally been attrbuted to preferences. Here, I am to continue this research agenda from both an empirical and a theoretical vantage point.