Dr. Xiaotong Li is not unaware that game theorists like him have won more than ten Nobel Prizes in Economics over the last 20 years. But the associate professor of Information Systems has set a much more modest goal for his research into the field. &quot;I just do it for intellectual curiosity,&quot; he says. &quot;This is a mainstream theory, so mainly I wanted to contribute to it, even if it's a very minor contribution.&quot; Thus far, however, his contribution has been far from minor. Since arriving at UAH in 2001 Dr. Li has published a dozen journal articles and has two more in press: &quot;Relational Contracts, Growth Options and Heterogeneous Beliefs: A Game-Theoretic Perspective on IT Outsourcing,&quot; in the Journal of Management Information Systems and &quot;Externalities, Incentives and Strategic Complementarities: Understanding Herd Behavior in IT Adoption,&quot; in Information Systems and e-Business Management. He's also been able to apply game theory to several new business contexts using &quot;a relatively new theoretical development – behavioral game theory,&quot; he says. Unlike game theory, which assumes everyone is perfectly rational, behavioral game theory incorporates behavioral anomalies such as overconfidence, loss aversion, myopia, and a wealth of other psychological and sociological factors to understand strategic decision-making.