פרופ×ור ×“× ×–×›××™

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  10. 10. Prospect TheoryPsychological Value (utility) Positive Value Risk Aversive: Seems like a relatively small amount extra to be+$1000 at 100% gained, so why risk it. vs. +$2000 at 50% Money Loss Money Gain -$3000 -2000 -$1000 0 $1000 2000$3000 $ $-$1000 at 100%Risk Seeking:vs. Seems like a relatively small-$2000 at 50% amount extra to be lost, sowhy not risk it. Negative Value
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  26. 26. )2991 ,(March & Shapira : Aspiration Level Survival Point
  27. 27. The Shifting Focus(March & Shapira, 1992)1.2 1 Average Risk Taken Aspiration Focus0.8Survival Focus0.6 Aspiration level0.40.2 00 20 40 6080 100120140 160 180 200Survivalpoint Total Cumula ed Resources
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