Scholion.ai

Choice Criteria, Decision Behavior, and Personality

Jerome B. Kernan

Journal of Marketing Research · 1968 · Volume 5 · Issue 2

DOI: 10.1177/002224376800500203

Abstract

Do expected value, maximin, coefficient of optimism, and minimax regret describe real-world decision making, or are these terms limited to theoretical reasoning? This article reports a study designed to test the empirical correspondence of decision theory and the relationship between decision behavior and personality.

Enable JavaScript for citation tools and additional paper interactions.