Возможности теории ожидаемой полезности в описании потребительского выбора

Abstract

Basic concepts of uncertainty are considered. A classification of uncertainty is listed. The author has revealed the main features of expected utility formation. The article describes the evolution of views on consumer expectations and introduces a critical analysis of their potential in the description of consumer behavior. Some cases of verification of Subjective Expected Utility Model are mentioned. The conclusion is made that the Expected Utility Theory does not fit as an appropriate research tool of consumer choice and consumer behavior.

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