Companies that want to maximize their profits must decide on several elements that influence this aspect. An important role is pricing the product or service offered by the company. In determining the best price for the product, management must take into account several factors such as cost /...

This work is based on Prospect theory, which was developed by D. Kahneman and A. Tversky in 1979. This is one the most quoted and best-documented point of view in economic psychology. First of all, it replaces, once again, the notion of utility with value. But value is defined in terms of gains...