Choice Criteria, Decision Behavior, and Personality
Open Access
- 1 May 1968
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 5 (2), 155-164
- https://doi.org/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.Keywords
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