chapter  1
14 Pages

Introduction

In real life, people reveal their preferences through choices. The aggregate of choices constitutes the demand for goods and services, the vote for political candidates, and many other phenomena of interest. Understanding how changes in the characteristics of alternatives affect preferences for them is important in many elds in which predicting human choice is of interest. Such elds include psychology, economics, environmental science, geography, management, marketing, political science, recreation, and transportation.