Fifty years ago, transportation and logistics problems were primarily analyzed either from a supply-side or a demand-side perspective, with the fields of operations research and demand modeling evolving separately. Since then, there has been a growing interest in behavioral optimization models, aiming to integrate both supply and demand aspects. The purpose of this survey is to offer a historical perspective on the evolution of behavioral optimization models in transportation and logistics. It does so by delving into significant works in demand modeling and choice-based optimization, highlighting their interconnections. In particular, we focus on three important optimization applications, namely the facility location problem, the airline scheduling and fleet assignment problem, and the urban transportation planning problem. Additionally, we identify potential avenues for future research to bridge existing gaps in the literature and promote behavioral models in transportation and logistics.