McGuire, Martin C; Pratt, John; Zeckhauser, Richard - In: Journal of Risk and Uncertainty 4 (1991) 4, pp. 329-38
Will a more risk-averse individual spend more or less to improve probabilities, say on marketing efforts that enhance the chance of a sale? For any two payoffs and starting probabilities, the answer is unfortunately indeterminate. However, interpreting gambling as increasing small chances of...