preference

…to reflect consumer tastes and preferences. “Utility” is a concept that has been used to describe these tastes. As already indicated, the cost-of-production analysis of value given above is incomplete, because cost itself depends on the quantity produced. The cost analysis, moreover, applies only to commodities the production of which…

…makers that would reflect their preferences. In essence, a utility function assigns a number to each player’s alternatives to convey their relative attractiveness. Maximizing someone’s expected utility automatically determines a player’s most preferred option. In recent years, however, some doubt has been raised about whether people actually behave in accordance…