Hershey, John C.; Kunreuther, Howard C.; Schoemaker, … - In: Management Science 28 (1982) 8, pp. 936-954
Utility functions are an important component of normative decision analysis, in that they characterize the nature of people's risk-taking attitudes. In this paper we examine various factors that make it difficult to speak of the utility function for a given person. Similarly we show that it is...