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Intro; Preface; Contents; About the Author; List of Figures; List of Tables; 1 What Is Economic Psychology? The Perspective of Economic Psychology and the Research Framework; 1.1 Economic Behavior as a Subject of Economic Psychology and Related Academic Societies; 1.1.1 Economic Behavior; 1.1.2 Academic Societies Related to Economic Psychology; 1.2 The Perspective of Economic Psychology; 1.2.1 Micro and Macro in Economic Psychology; 1.2.2 Process and Consequences; 1.2.3 Explanation by Natural Language and Mathematical Explanation; 1.2.4 Qualitative Analysis and Quantitative Analysis
1.2.5 Abstraction and Materialization of Economic Behavior1.3 The Goal of Economic Psychology and Its Approach; 1.3.1 Elucidation of Economic Phenomena and Relationship with Behavioral Economics; 1.3.2 Marketing; 1.3.3 Public Policy for Consumers; 1.3.4 Elucidation of Decision Making in Economic Behavior; 1.4 Theoretical Framework of Economic Behavior Research; 1.4.1 Hermeneutic Paradigm; 1.4.2 Utility Theory Paradigm; 1.4.3 Psychoanalytic Paradigm; 1.4.4 Macroeconomic Psychology Paradigm; 1.4.5 Sociopsychological Paradigm; 1.4.6 Behavioral Decision Theory Paradigm
1.4.7 Behavioral Economics ParadigmReferences; 2 Rational Choice and Revealed Preference: Theoretical Representation of Preference Relations Leading to the Best Choice; 2.1 Framework to Describe Decision Making; 2.1.1 Relationship Recognition and Set Theory; 2.1.2 Ordering and Comparative Judgment; 2.1.3 Various Forms of Comparative Judgments; 2.2 Best Option and Selection Function; 2.2.1 Best Option; 2.2.2 Conditions for Guaranteeing Preference Relations and the Best Option; 2.3 Criteria of Rationality and Weak Order; 2.3.1 Two Criteria of Rationality; 2.3.2 Rational Choice and Weak Order
2.4 Criteria of Rationality and Utility Maximization2.4.1 Expression Theorem of Weak Order; 2.4.2 Uniqueness Theorem on Weak Order; 2.4.3 Utility Maximization; 2.5 Utility Function and Indifference Curve; 2.5.1 Indifference Curve; 2.5.2 Perfect Substitutes; 2.5.3 Perfect Completeness; 2.5.4 Indifference Curves of Noneconomic Goods; 2.5.5 Indifference Curves of Neutral Goods; 2.6 Revealed Preference; 2.6.1 What is Revealed Preference?; 2.6.2 Principle of Revealed Preference; 2.6.3 Weak Axiom of Revealed Preference; 2.6.4 Strong Axiom of Revealed Preference
2.7 Empirical Testing of Rational Preference Relations2.7.1 Empirical Examination of Weak Order; 2.7.2 Nontransitivity and Thresholds; 2.7.3 Decision Making Model to Explain Nontransitivity; References; 3 Expected Utility Theory and Economic Behavior: Predicting Decision Making Based on the Expected Value of Utility; 3.1 Decision Making Problems Based on Expected Values and Expected Utility Theory; 3.1.1 St. Petersburg Paradox; 3.1.2 Expected Utility Theory by Logarithmic Functions; 3.1.3 Expected Utility Theory and Subjective Expected Utility Theory; 3.2 Expected Utility and Risk Attitudes
1.2.5 Abstraction and Materialization of Economic Behavior1.3 The Goal of Economic Psychology and Its Approach; 1.3.1 Elucidation of Economic Phenomena and Relationship with Behavioral Economics; 1.3.2 Marketing; 1.3.3 Public Policy for Consumers; 1.3.4 Elucidation of Decision Making in Economic Behavior; 1.4 Theoretical Framework of Economic Behavior Research; 1.4.1 Hermeneutic Paradigm; 1.4.2 Utility Theory Paradigm; 1.4.3 Psychoanalytic Paradigm; 1.4.4 Macroeconomic Psychology Paradigm; 1.4.5 Sociopsychological Paradigm; 1.4.6 Behavioral Decision Theory Paradigm
1.4.7 Behavioral Economics ParadigmReferences; 2 Rational Choice and Revealed Preference: Theoretical Representation of Preference Relations Leading to the Best Choice; 2.1 Framework to Describe Decision Making; 2.1.1 Relationship Recognition and Set Theory; 2.1.2 Ordering and Comparative Judgment; 2.1.3 Various Forms of Comparative Judgments; 2.2 Best Option and Selection Function; 2.2.1 Best Option; 2.2.2 Conditions for Guaranteeing Preference Relations and the Best Option; 2.3 Criteria of Rationality and Weak Order; 2.3.1 Two Criteria of Rationality; 2.3.2 Rational Choice and Weak Order
2.4 Criteria of Rationality and Utility Maximization2.4.1 Expression Theorem of Weak Order; 2.4.2 Uniqueness Theorem on Weak Order; 2.4.3 Utility Maximization; 2.5 Utility Function and Indifference Curve; 2.5.1 Indifference Curve; 2.5.2 Perfect Substitutes; 2.5.3 Perfect Completeness; 2.5.4 Indifference Curves of Noneconomic Goods; 2.5.5 Indifference Curves of Neutral Goods; 2.6 Revealed Preference; 2.6.1 What is Revealed Preference?; 2.6.2 Principle of Revealed Preference; 2.6.3 Weak Axiom of Revealed Preference; 2.6.4 Strong Axiom of Revealed Preference
2.7 Empirical Testing of Rational Preference Relations2.7.1 Empirical Examination of Weak Order; 2.7.2 Nontransitivity and Thresholds; 2.7.3 Decision Making Model to Explain Nontransitivity; References; 3 Expected Utility Theory and Economic Behavior: Predicting Decision Making Based on the Expected Value of Utility; 3.1 Decision Making Problems Based on Expected Values and Expected Utility Theory; 3.1.1 St. Petersburg Paradox; 3.1.2 Expected Utility Theory by Logarithmic Functions; 3.1.3 Expected Utility Theory and Subjective Expected Utility Theory; 3.2 Expected Utility and Risk Attitudes