← Search Econometrica Vol. 18 No. 3 1950 Rational Behavior, Uncertain Prospects, and Measurable Utility Jacob Marschak DOI10.2307/1905808 Volume18 Issue3 Pages312 Sources semanticscholar openalex crossref Cite APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓