Abstract:Presents a theoretical approach which figures prominently in formal and mathematical theories of behavior. Utilitarian view of attitude and behavior; Decision theory as a major breeding ground of the class of models with the utilitarian label: Theory of achievement motivation; Optimal foraging theory; Signal detection theory.Across a wide range of disciplines and phenomena, a particular theoretical approach is at the center of attempts to understand human behavior. This theoretical approach, roughly characterized as Subjective Expected Utility (SEW) theory, figures prominently in formal and mathematical theories of behavior, as well as in intuitive and implicit analyses of behavior deriving from foil; theory. A selection of SEU approaches is described. The SEU approach is then used to develop a theoretical analysis of crossrace social experience and its relation to the cross-racial face recognition phenomenon.Whatever attributes we associate with the idea of "science," and whatever ritual purifications derive from our methodology, the source of interpretation of events, observations, or data is grounded in what we know as individuals. To the extent that this personal knowledge survives the transposition to interpersonal communication, interpretation can be grounded in the knowledge that is shared among the individuals participating in the particular field of study. Accounts of what we know are developed in many fields of scholarship and are summarized by bodies of assertions known as "theory." Along with certain background information that renders such theory intelligible, these accounts define in a relatively formal way what we know.I think I may actually believe these things. But there are some difficulties buried here that I want to talk about a little before going on. At the personal level, it is somewhat troublesome that the things we know, the beliefs we have that form the basis for our interpretation of events, comprise such a narrow and unknowably biased subset of human experience. This is not to say that any of us would have chosen to be born somewhere else or to have lived a different life, however, because all the alternatives appear equally limited. I do not believe that we can escape very far from being ourselves, even in the purification rituals of scientific analysis, although this may be the most effective strategy. We have available to us the formal ideas that we can learn and the concepts that are based in our life experience. We probably cannot think the thoughts or generate the associative structures and interpretive contexts of the people we study. To do so may present a problem that is ultimately insurmountable, although