Modeling the Relationship between Expected Gain and Expected Value
Rational choice theory holds that the alternative with largest expected utility in the choice set should always be chosen. However, it is often observed that an alternative with the largest expected utility is not always chosen while the choice task itself being avoided. Such a choice phenomenon can...
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| Format: | Article |
| Language: | English |
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Korean Marketing Association
2016-10-01
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| Series: | Asia Marketing Journal |
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| Online Access: | https://amj.kma.re.kr/journal/vol18/iss3/4/ |