Assessment of Attribute Importances and Consumer Utility Functions

Von Neumann-Morgenstern Theory Applied to Consumer Behavior

Datos Bibliográficos

ID3000510
AutoresJohn R Hauser, Glen L Urban
Año1979
Volumen5
Número4
Páginas251
Fecha de publicación1979-03-01
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaJournal of Consumer Research (JOURNAL)
Identificadores de la revistaISSN: 0093-5301 • E-ISSN: 1537-5277
EditorialOxford University Press (OUP) (PUBLISHER)
DOI10.1086/208737
OpenAlexW2075706106
IdiomaEN
Citas recibidas11
Referencias citadas3

Von Neumann-Morgenstern utility theory is a promising method to measure and model consumer preference. Its theoretical foundations provide explicit risk measures and testable behavioral conditions for alternative preference models. This paper summarizes selected results from the theory, addresses measurement and validity issues, and discusses the applicability of the theory to consumer research

Advertising · Business · Consumer behaviour · Economics · Expected utility hypothesis · Mathematical economics · Sociology · Von Neumann architecture · Von Neumann–Morgenstern utility theorem · Computer Science · Consumer Market Behavior and Pricing · Decision-Making and Behavioral Economics · Economic and Environmental Valuation · Psychology