Jia, Jianmin; Dyer, James S.; Butler, John C. - In: Management Science 45 (1999) 4, pp. 519-532
Based on our previous work on the standard measure of risk, this paper presents two classes of measures for perceived risk by decomposing a lottery into its mean and standard risk. One of the classes of our risk measures presumes that there is no risk when there is no uncertainty involved, and...