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Questioning Utility Theory

Questioning Utility Theory NSF-funded researchers Daniel Kahneman and the late Amos Tversky were instrumental in the development of rational choice theory. First used to explain and predict human behavior in the market, advocates of rational choice theory believe that it helps integrate and explain the widest range of human behavior—including who people vote for, what they buy at the grocery store, and how they will react when faced with a difficult decision about medical treatment.

Image by: Dale Glasgow