Chapter 2 Rational Choice and Revealed Preference: Theoretical Representation of Preference Relations Leading to the Best Choice

Chapter 3 Expected Utility Theory and Economic Behavior: Predicting Decision Making Based on the Expected Value of Utility

Chapter 4 Nonlinear Utility Theory and Prospect Theory: Eliminating the Paradoxes of Linear Expected Utility Theory

Chapter 5 Mental Accounting and Framing: Framework of Decisions in Consumer Price Judgment

Chapter 6 Multi-attribute Decision Making Process in Economic Behavior: Process Tracking of Decision Making and Computer Simulation

Chapter 7 Deployment on the Consumer’s Interaction Research: Behavioral Game Theory and Problems of Happiness

Chapter 8 Consumers’ Preference Construction, Affects, and Neuroscientific Research: Research on Consumer’s Preference and Neuromarketing