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Important decisions in the area of health are made by consumers every day. However, there has been insufficient attention to determining the best theoretical foundations on which promoting health should proceed. This article proposes that, in many cases, behavioral decision theory (BDT) is more useful than traditional economic utility theory for the marketing of health behaviors to the public. The article discusses some of the implications of BDT for health marketing, and reviews the findings of three pilot studies conducted to examine these implications. Study 1 examines the evaluation of multiple gains and multiple losses in the health domain; Study 2 examines the applicability of price-bundling concepts to gymnasium membership usage; and Study 3 examines the effect of time perspectives on health decisions. The implications of these findings for health marketing, and suggestions for future research, are discussed.

This book explains behavioral decision theories related to decision-making processes, introducing established as well as new models useful in explaining such processes, and concluding with a discussion of emerging theories in fields such as neuroeconomics.

About the book series -- How do organizations learn from the failure of an acquisition attempt? : toward a behavioral learning theory / Katsuhiko Shimizu -- Entrepreneurs under ambiguity : a prospect theory perspective / Corina Paraschiv and Anisa Shyti -- Metacognition in strategic decision making : an integrative review and a research agenda / Arash Najmaei and Zahra Sadeghinejad -- The neural correlates of emotion and overconfidence in strategic decision making / Theresa Treffers and Kai Fehse -- Governance of knowledge flows in open exploration : the role of behavioral control / Mehdi Bagherzadeh and Sabine Brunswicker -- Behavioral responses to adverse situations in strategic alliances / Brian Tjemkes and Olivier Furrer -- Economics of business modeling : an essay on the economic foundations of managing business models / Arash Najmaei -- Turning experience into alliance capability : alliance evaluation in Rolls-Royce / Ard-Pieter de Man, Mike Nevin, and Nadine Roijakkers -- Understanding the role of dynamic managerial capabilities in creating corporate entrepreneurship and improving firm performance : evidence from the indonesia newspaper industry / Budi W. Soetjipto and Muhammad Ridwan Arif -- The effect of image compatibility and escalation of commitment on decision performance : a case -- Of individual investors in Indonesia stock exchange / Budi W. Soetjipto and Harris T. Kurniawan -- About the contributors -- Index

ABSTRACTIn this tutorial the author shows how graph theory can be used to model the structural relationships in a behavioral theory. The baśic elements of a graph and its related matrices are defined and illustrated. A survey of applications of graph theory in behavioral science is followed by an extensive bibliography.

Behavioral decision theory draws on experimental research in cognitive psychology to provide a descriptively accurate model of human behavior. It shows that people systematically violate the normative assumptions of economic rationality by miscalculating probabilities and making choices based on one-economic criteria. Behavioral decision theory's ability to capture the complexity of human judgments and choices makes it a useful foundation for improving public policy analysis, design, and implementation. Originally published in 2001, this volume showcases the research of leading scholars who are working on applications of behavioral decision theory in diverse policy settings. It is designed to give policy analysts and practitioners who are non-psychologists a clearer understanding of the complexities of human judgment and choice, and suggest how to integrate behavioral decision theoretic insights into the policy sciences. This interdisciplinary volume should be insightful and useful wherever people's judgments and choices matter for policy formulation, acceptance, and effectiveness