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Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference pp 33–37Cite as

Is Expected Utility a Descriptive Model of Consumer Decision Making Under Uncertainty?

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Abstract

Recently, marketing researchers have recognized the importance of incorporating consumer perceived attribute uncertainty in consumer multiattribute evaluation models. However, marketing researchers have overlooked an important theory -- the expected model -- that has received extensive discussion in related disciplines. The study reported in this paper examines the applicability of the expected utility theory as a descriptive model in a marketing context.

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Author information

Authors and Affiliations

  1. University of Connecticut, Coral Gables, FL, USA

    Dan Sarel

Authors
  1. Dan Sarel
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Editor information

Editors and Affiliations

  1. University of Miami, Coral Gables, FL, USA

    Howard S. Gitlow  & Edward W. Wheatley  & 

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© 2016 Academy of Marketing Science

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Sarel, D. (2016). Is Expected Utility a Descriptive Model of Consumer Decision Making Under Uncertainty?. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_8

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