Journal of Consumer Research 1979
Decision Making Under Uncertainty: A Direct Measurement Approach
Abstract
Focusing on the validity of subjective expected utility (SEU) choice models for explaining decision making, this research developed a novel methodology that explains subjective probability and utility scales, assigns values on these defined scales to various consumer decision problems, and has individuals estimate missing decisional components. Results from seven experiments are reported.
- DOI
- 10.1086/208760
- Sources
- openalex