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"Behavioral Decision Theory" published on by Oxford University Press.

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.

America stands at a moment in history when advances in the understanding of human decision-making are increasing the strategic efficacy of political strategy. As campaign spending for the presidential race reaches hundreds of millions of dollars, the potential for harnessing the power of psychological tactics becomes considerable. Meanwhile, the Supreme Court has characterized campaign money as "speech" and has required evidence of corruption or the appearance of corruption in order to uphold restrictions on campaign expenditures. Ultimately, the Court has rejected virtually all restrictions on campaign spending on the ground that expenditures, unlike contributions, do not contribute to corruption or the appearance of corruption. However, behavioral decision research and theory provide strong support for the notion that expenditures do corrupt the political process, because there is a nexus between campaign spending, strategic manipulation, and sub-optimal voting decisions. This Article applies behavioral research and theory to advance a new definition of "corruption," arguing that there is a vital governmental interest in regulating campaign expenditures in order to limit manipulative campaign tactics and to reduce the existing inequities in access to channels of communication and persuasion.

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