Assessment of Attribute Importances and Consumer Utility Functions

Von Neumann-Morgenstern Theory Applied to Consumer Behavior

Dados Bibliográficos

ID3000510
AutoresJohn R Hauser, Glen L Urban
Ano1979
Volume5
Fascículo4
Páginas251
Data de publicação1979-03-01
Peer ReviewedSim
Open AccessNão
TipoARTICLE
PeriódicoJournal of Consumer Research (JOURNAL)
Identificadores do periódicoISSN: 0093-5301 • E-ISSN: 1537-5277
EditoraOxford University Press (OUP) (PUBLISHER)
DOI10.1086/208737
OpenAlexW2075706106
IdiomaEN
Citações recebidas11
Referências 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