(No. SBR 9730187). The authors thank Wilfred Amaldoss, Juin-Kuan

ment and helpful comments. They are especially grateful to the late journal editor, Dick Wittink, for inviting and encouraging them to undertake this review. Dick was a great supporter of interdisciplinary research. The authors hope that this review can honor his influence and enthusiasm by spurring research that spans both marketing and behavioral economics. TECK H. HO, NOAH LIM, and COLIN F. CAMERER* Marketing is an applied science that tries to explain and influence how firms and consumers behave in markets. Marketing models are usually applications of standard economic theories, which rely on strong assumptions of rationality of consumers and firms. Behavioral economics explores the implications of the limits of rationality, with the goal of making economic theories more plausible by explaining and predicting behavior more accurately while maintaining formal power. This article reviews six behavioral economics models that are useful to marketing. Three models generalize standard preference structures to allow fo