Eliashberg, Jehoshua; Hauser, John R. - In: Management Science 31 (1985) 1, pp. 1-25
Von Neumann-Morgenstern (vN-M) utility theory is the dominant theoretical model of risk preference. Recently, market … researchers have adapted vN-M theory to model consumer risk preference. But, most applications assess utility functions by asking … parameters in vN-M utility functions and provides procedures to deal with measurement error. We assume that the functional form …