Duncan Luce

Duncan Luce was an influential figure in measurement theory and decision-making. He developed models that explain how people make choices, particularly in uncertain situations. One of his key contributions is the Luce's choice axiom, which states that the probability of selecting an option depends on its relative attractiveness compared to others. His work blends mathematics and psychology, helping to quantify preferences and understand human behavior in fields like economics and social sciences. Luce's insights have shaped research on how we measure and interpret preferences, making a significant impact on both theory and practical applications.