yet seem necessary to understanding utility. Whether people gain utility from coherence of wants, beliefs or a sense of duty is important to understanding their behavior in the utility organon. Likewise, choosing between alternatives is itself a process of determining what to consider as alternatives, a question of choice within uncertainty. An evolutionary psychology theory is that utility may be better considered as due to preferences that maximized evolutionary fitness in the ancestral environment but not necessarily in the current one. See also Law of demand Marginal utility Utility maximization problem Decision-making software References Further reading External links Definition of Utility by Investopedia Anatomy of Cobb-Douglas Type Utility Functions in 3D Anatomy of CES Type Utility Functions in 3D Simpler Definition with example from Investopedia Maximization of Originality - redefinition of classic utility Utility Model of Marketing - Form, Place , Time , Possession and perhaps also Task Choice modelling Ethical principles