Risk Preferences for Gains and Losses in Multiple Objective Decision Making
Payne, Laughhunn, and Crum (Payne, J. W., D. J. Laughhunn, R. Crum. 1984. An experimental study of multiattribute risky choice. Management Sci. 30 1350--1361.) found that managers were multiattribute risk averse for gains, but multiattribute risk prone for losses, a pattern that is inconsistent with both the additive and the multiplicative multiattribute utility models. In this paper we develop the reference risk-value (RRV) model, which is simple in structure yet capable of representing the kinds of multiattribute reference effects observed by Payne et al. We also report the results of two experiments that compare the descriptive validity of the RRV model with that of the additive and multiplicative utility models. Experiment 1 involved choices between risky multiperiod cash flows; Experiment 2 choices between risky job alternatives described by change in salary and change in type of work. In Experiment 1, subjects were multiattribute risk averse for gains, but multiattribute risk neutral for losses. In Experiment 2, subjects were multiattribute risk averse for both gains and losses, but significantly more so for losses. Because both experiments produced significantly different multiattribute risk preferences for gains than losses, both favor the RRV model over the widely used additive and multiplicative models. However, because the patterns of multiattribute risk preferences for gains and losses were strikingly different in the two experiments, these results argue against any direct generalization of the "reflection effect" to a multiattribute context.
Volume (Year): 32 (1986)
Issue (Month): 9 (September)
|Contact details of provider:|| Postal: 7240 Parkway Drive, Suite 300, Hanover, MD 21076 USA|
Web page: http://www.informs.org/
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:inm:ormnsc:v:32:y:1986:i:9:p:1065-1086. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.