Luce, R. D. and H. Raiffa, Games and Decisions, John Wiley, NY, 1957.
Commentary: This is the classic text on decision theory. It contains an excellent presentation and discussion of the von Neumann-Morgenstern axioms and an excellent treatment of utility.
Von Neumann, J. and O. Morgenstern, The Theory of Games and Economic Behavior, Princeton University Press, Princeton, NJ, Third Edition, 1953.
Commentary: This is a classic text on von Neumann-Morgenstern utility theory.
Page, A.N., Utility Theory: A Book of Readings, John Wiley & Sons, NY, 1968.
Commentary: This book contains a collection of classic works in utility theory dating from the 1730s. Included are writings by Samuelson, Pareto, Bernoulli, von Neumann and Morgenstern, Ellsburg, and Arrow.
Tribus, M., 1969, Rational Descriptions, Decisions and Designs, Pergamon Press, Elmsford, NY.
Commentary: This book covers much of the theory of decision-based engineering design.
Keeny, R. L., 1974, Multiplicative Utility Functions, Operations Research, Vol. 1, pp. 23-25.
Matheson, D. and Matheson, J. E., 1998, The Smart Organization : Creating Value Through Strategic R&D, Harvard Business Press.