Economists since the days of Adam Smith and Jeremy Bentham have traditionally viewed consumers as driven by relentless and consistent pursuit of self-interest, with their choices in the marketplace providing all the measurements needed to reveal their preferences and assess their well-being....

In the last ten years theory (e.g., Fudenberg and Levine, 1998) and empirical data fitting have provided many ideas about how equilibria arise in games or markets. This short chapter describes a very general approach to learning in games: "experience-weighted attraction" (EWA) learning. This...

Marketing is an applied science that tries to explain and influence how firms and consumers actually behave in markets. Marketing models are usually applications of economic theories. These theories are general and produce precise predictions, but they rely on strong assumptions of rationality...