Rational choice theory assumes that individuals have transitive and complete preferences, meaning that they can rank all available options and that their preferences are consistent.

Game theory is a branch of mathematics that studies strategic interactions between rational decision-makers. It is used to analyze a wide range of social phenomena, including cooperation, conflict, bargaining, and voting.

Degree centrality is a measure of the number of connections a node has in a social network. It is one of the most basic and widely used measures of centrality in social network analysis.

Social exchange theory proposes that individuals engage in social interactions to maximize their rewards and minimize their costs. This principle is based on the idea that individuals are rational actors who seek to optimize their outcomes in social situations.

Diffusion models are commonly used to model social contagion. These models describe the spread of information, ideas, or behaviors through a population over time. They are based on the assumption that individuals are more likely to adopt a new behavior if they are exposed to it by multiple sources.

The primary purpose of mathematical models in the study of social behavior is to understand the underlying mechanisms that drive social behavior. These models help researchers identify the factors that influence individual and group behavior and how these factors interact to produce complex social phenomena.

Prospect theory is a behavioral economics theory that describes how individuals make decisions under risk. One of its key assumptions is that individuals evaluate outcomes relative to a reference point rather than in absolute terms. This means that the value of an outcome depends on whether it is perceived as a gain or a loss relative to the reference point.

Social identity theory proposes that individuals derive a sense of self from their membership in social groups. This sense of self is based on the values, norms, and beliefs of the group, and it influences individuals' attitudes, behaviors, and self-perceptions.

Agent-based models are commonly used to model collective behavior. These models simulate the behavior of individual agents (e.g., people, animals, or organizations) and study how their interactions give rise to collective phenomena. Agent-based models are particularly useful for studying complex systems where the behavior of individual agents is influenced by their social environment.

Reinforcement learning is a type of machine learning in which an agent learns to associate certain actions with positive or negative outcomes. The agent receives feedback on its actions in the form of rewards or punishments, and it adjusts its behavior accordingly. Reinforcement learning is used in a wide range of applications, including robotics, game playing, and economics.

Intention is a key concept in the theory of planned behavior. Intention refers to an individual's conscious plan to perform a specific behavior. It is influenced by an individual's attitude toward the behavior, their subjective norm (i.e., their perception of what others think they should do), and their perceived behavioral control (i.e., their belief in their ability to perform the behavior).

Social comparison theory proposes that individuals compare themselves to others to evaluate their own abilities and worth. This comparison process can lead to positive or negative feelings, depending on whether individuals perceive themselves as being better or worse than others.

Graph theory is a common method for modeling social networks. In graph theory, a social network is represented as a graph, where nodes represent individuals and edges represent the relationships between them. Graph theory can be used to analyze the structure of social networks and to study the flow of information and influence through networks.

Bounded rationality is the idea that individuals have limited cognitive resources and cannot process all available information. This means that individuals often make decisions based on incomplete or imperfect information and that they may not always make the optimal choice.

Comparison level is a key concept in the theory of social exchange. Comparison level refers to an individual's expectation of what they should receive in a social exchange. This expectation is based on their past experiences, their current situation, and their perception of what others are receiving in similar exchanges.