= Shifted quartic Higgs potential normalization
{title2=$V=\kappa(\phi^\dagger\phi-v^2/2)^2$}
In <unitary gauge>, $\phi^\dagger\phi-v^2/2=vH+H^2/2$, so this <Higgs potential> gives $M_H^2=2\kappa v^2$, a cubic coefficient $\kappa v$ and a quartic coefficient $\kappa/4$. The corresponding <Feynman rules> are $-3iM_H^2/v$ and $-3iM_H^2/v^2$. Writing the potential with an additional factor $1/2$ changes the relation between its named coupling and the <Higgs boson> mass; it does not change these mass-based rules.
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