Decision theory in consumer research

Describes the thinking that went into a piece of experimental research in social psychology that is still in the planning stage. Discusses the potential market for a newspaper: how many read the paper?; how many read it now?; and of those who could but aren't reading it – why? Posits that existing kinds of research did not seem to have helped very much to solve the problem stated. States the use of statistical decision theory is the way to fix this problem. Proposes that if values and probabilities are put together something powerful and effective should arise. Concludes that the model herein takes care of values and probabilities but not of instigations or constraints.