Characteristics of Prospect Theory Prospect theory suggests that humans tend to prefer certainties over probabilities. For example, suppose that you have a choice between being given $50 or a 50% ...

Prospect Theory is the name of the concept developed ... not just how you chose things you buy. For example, if you want to judge how bright the lights are in the room, then the amount of light ...

How public health messaging can be improved by behavioral science modeling ...

For example: If you were given $1,000 to play ... Results of 1979 study -- now confirmed in the new global study -- gave rise to prospect theory and upended orthodoxies around rational choices.

other countries that have the stomach to follow their example. Of course, maybe I’m just engaging in wishful thinking. After all, prospect theory suggests that I should. At this moment of deep ...

The theory has turned up as a reference for an increasing number of journal articles and book chapters (nearly 8,000 items in all), and it has spread into a diverse range of disciplines.

Prospect theory and public health messaging The theory suggests that people are irrational in their decision-making. For example, it demonstrates that when certain messages are framed in positive ...