Choice Criteria, Decision Behavior, and Personality
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.
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