Contents -- Part I: Introduction -- 1 Why Behavioral Mathematics? -- Games and Choices -- Going Beyond Looks -- 2 Observing the World -- Identifying Factors -- Finding Hidden Factors -- Quantifying Observations -- Needing More Than Observations -- 3 Converting Behaviors to Algorithms -- Using Numbers to Select -- Using Numbers to Define -- Using Algorithms to Construct Numbers -- Part II: Decision Theory -- 4 Defining Decision Theory -- Normative Decision Theory -- Descriptive Decision Theory -- The Best of Both Worlds -- 5 Game Theory -- Starting Simple -- Asymmetric Games -- 6 Rational vs. Irrational Behavior -- Perfect Rationality -- Bounded Rationality -- Rational Ignorance -- Combining It All -- 7 The Concept of Utility -- Decisions under Risk -- Utility of Money -- Utility of Time -- Our Utility of Utility -- 8 Marginal Utility -- Value vs. Utility vs. Marginal Utility -- Changes in Marginal Utility -- Marginal Risk vs. Marginal Reward -- Defining Thresholds -- Multiple Utility Thresholds -- The Utility of Marginal Utility -- 9 Relative Utility -- Hedonic Calculus -- Multi-Attribute Utility Theory -- Inconsistencies -- Apparent Contradictions -- The Relative Benefit of Relative Utilities -- Part III: Mathematical Modeling -- 10 Mathematical Functions -- Simple Linear Functions -- Quadratic Functions -- Sigmoid Functions -- Ad Hoc Functions -- 11 Probability Distributions -- Identifying Population Features -- Uniform Distributions -- Normal (Gaussian) Distributions -- Triangular Distributions -- Uneven Distributions -- Parabolic Distributions -- Poisson Distributions -- Distributing the Distributions -- 12 Response Curves -- Constructing Response Curves -- Converting Functions to Response Curves -- Converting Distributions to Response Curves -- Search Optimization -- Hand-Crafted Response Curves -- Dynamic Response Curves.

13 Factor Weighting -- Scaling Considerations -- Weighting a Single Criterion -- Combining Multiple Criteria -- Layered Weighting Models -- Everything Is Relative -- Part IV: Behavioral Algorithms -- 14 Modeling Individual Decisions -- Defining Decision -- Deciding What to Decide -- Analyzing a Single Option -- Comparing Options -- Selecting an Option -- Testing the Algorithm -- Summarizing the Decision Process -- 15 Changing a Decision -- Monitoring a Decision -- Perseverance and Decision Momentum -- Our Final Decision on Changing Decisions -- 16 Variation in Choice -- Reasons for Variation -- Embracing Randomness -- Selecting from Multiple Choices -- Scores and Weights -- Epilogue -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I-J -- K-L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W-Z.