MEASURING UTILITY BY A SINGLE-RESPONSE SEQUENTIAL METHOD
MEASURING UTILITY BY A SINGLE-RESPONSE SEQUENTIAL METHOD
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DOI：
10.1002/bs.3830090304
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发表时间：
1964-01-01
期刊：
影响因子：
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通讯作者：
MARSCHAK, J
中科院分区：
文献类型：
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作者：
BECKER, GM;DEGROOT, MH;MARSCHAK, J
一个人在决定事业、妻子或居住地时，他的选择基于两个因素：(1)我有多喜欢每一个可供选择的选择？(2)每种方案成功的可能性有多大？这两个因素构成了做出选择的人对每个结果的效用。效用的概念是当前大多数决策行为理论的基础。根据期望效用假设，如果我们知道一个人的效用函数，我们就可以预测他在任何一组行为或物体中的选择。但是，给定主体的效用函数几乎不可能直接测量。为了克服这个困难，选择行为的随机模型已经形成，它不预测主体的选择，而是陈述主体选择给定行为的概率。本文报道了一个测量效用和检验一个随机选择行为模型的实验。
A person deciding on a career, a wife, or a place to live bases his choice on two factors: (1) How much do I like each of the available alternatives? and (2) What are the chances for a successful outcome of each alternative? These two factors comprise the utility of each outcome for the person making the choice. This notion of utility is fundamental to most current theories of decision behavior. According to the expected utility hypothesis, if we could know the utility function of a person, we could predict his choice from among any set of actions or objects. But the utility function of a given subject is almost impossible to measure directly. To circumvent this difficulty, stochastic models of choice behavior have been formulated which do not predict the subject's choices but make statements about the probabilities that the subject will choose a given action. This paper reports an experiment to measure utility and to test one stochastic model of choice behavior.