R. Duncan Luce

R. Duncan Luce was a prominent mathematician and psychologist known for his work on decision-making and how people make choices among options. He developed mathematical models, such as the Luce choice axiom, which help predict preferences and decision patterns by assigning probabilities to different choices based on their relative attractiveness. His theories are used in fields like psychology, marketing, and economics to understand consumer behavior, voting, and other decision processes. Luce's work provides a structured way to analyze how people pick between various options, making complex choice behaviors more understandable and measurable.