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 just n questions to specify n parameters....