haku: @author Felten, C. / yhteensä: 1
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| Tekijä: | Felten, C. |
| Otsikko: | Prospect Theorie und Marketing: der ausstehende Wandel in der Erklärung und Beschreibung von Konsumentenverhalten unter Unsicherheit |
| Lehti: | Zeitschrift für Betriebswirtschaft
2002 : VOL. 72, Ergänzungsheft 1, p. 67-86 |
| Asiasana: | Marketing Consumer behaviour Decision making Risk Theories |
| Kieli: | ger |
| Tiivistelmä: | Even though prospect theory is the appropriate methodology for modelling consumer decisions under uncertainty - the empirically most prevailing case - it is surprising that in marketing it is usually only applied to decision making under certainty. One reason for this is a lack of a framework for analysing risk attitudes. Another reason is missing guidance with respect to operationalizing the theory. We discuss and propose a framework for analysing risk attitudes (original in German). |
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