Beliefs and tastes in context David Schmeidler (joint work with Antoine Billot, Itzhak Gilboa, and Dov Samet) Abstract: A decision maker (player) is asked to quantify her beliefs over a state space (strategies of other players) by a probability vector. We focus on the relationship between her data base and her beliefs. We show that, if beliefs given a union of two databases are a convex combination of beliefs given each of the databases, the belief formation process follows a simple formula: beliefs are normalized similarity-weighted aggregation of the beliefs induced by each past case.