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asymmetric value function of prospect theory.

asymmetric value function of prospect theory.

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Figure 1. Impact of advertising on demand.
Figure 2. Defining optimal level of media and advertising budgets.
Figure 3. advertising and communication research.
Figure 4. eLM Model of attitude Change and Involvement.
Figure 5. asymmetric value function of prospect theory.
Uusitalo,L. 2009. Advertising models- an overwiev of effects on consumers.
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Full-text available
  • Jan 2009

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... are also more willing to take higher risks in order to prevent losses than to gain wins. This can be illustrated by a kinked value curve called 'Prospect theory' (Figure 5). Several other framing ex- amples are described by Tversky & Kahneman and Elster 48,49 . ...

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Citations

Biography of Liisa Uusitalo. Publications by year 1968-2012
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