• 유통과학연구
• /
• 제11권5호
• /
• pp.63-76
• /
• 2013

Purpose - For the past several decades, behavioral economics or behavioral decision theory has undergone rapid development. This study provides a critical review of the development of behavioral economics with a focus on what are deemed to be core theories in the field. Starting from the utility function proposed by Daniel Bernoulli in the 18th century, the development history of utility functions until the emergence of the prospect theory is thoroughly reviewed. Some of the experimental results violating the traditionally assumed utility function and supporting the prospect theory value function are summarized. The most representative principles of rational choice are transitivity, independence from irrelevant alternatives (IIA), and regularity. The development of behavioral economics has been triggered by finding counter-examples to these principles. Some of the choice behaviors discussed in this study as counter-examples to the traditional theories of rational choice are the St. Petersburg paradox; the Allais paradox; gambling behavior; and the various context effects including the similarity effect, attraction effect, and the compromise effect. The Elimination-by-Aspects (EBA) model, which was proposed as an explanation for the similarity effect, is discussed in detail as well. Based on the literature review and further analysis, this study summarizes the relationship between the context effects, prospect theory, and EBA model. Research design, data, and methodology - This study provides an extensive literature review on several important theories in the field of behavioral decision theory and adds some critical comments to the theories and the relationships among them. This study first reviews the development of utility functions. Daniel Bernoulli introduced the concept of utility function to solve the St. Petersburg paradox. In the mid-20th century, Herbert Simon proposed the "satisficing" heuristic and presented a value function with a shape different from traditional utility functions. This study highlights the strengths and weaknesses of several utility functions proposed until the emergence of the prospect theory value function. Results - This study posits that prospect theory and EBA model are the two most important theories in the field of behavioral decision theory. They can explain various choice behaviors that traditional utility maximization analysis has been unable to. The application of these models to various fields is further increasing nowadays. This study explains how prospect theory and the EBA model can be used to explain the context effects. Conclusions - The traditional economic theory relies on a single variable called "utility" in explaining consumer choice. However, this study argues that, in investigating consumer choice, several other variables should also be considered. These are the similarity among alternatives, an alternative's prototypicality within the category, the dominance relationship between alternatives, and the reference point in evaluating alternatives. Due to the development of behavioral economics, we are now closer to a more complete understanding of consumer choice behavior than in the past when we had only a single tool called utility.

• Journal of Information Technology Applications and Management
• /
• 제16권4호
• /
• pp.93-107
• /
• 2009

This study investigated consumer preferences for Internet medical information service in China using the multi-attribute utility theory. The multi-attribute utility theory is a compositional approach for modeling consumer preferences wherein researchers calculate the overall service utility by summing up the evaluation results for each attribute. We found that Chinese Internet medical information users consider the availability of information and quick response to be the most important attributes. Further, they think that the comment feature is less important as compared to other attributes such as costs and updates. In addition, we found that the Internet users having more Internet experience consider these attributes to be more important as compared to the people who are just beginning to surf the Internet. For any successful Internet business, Internet marketers should assess individual-level preference and accordingly organize a fresh campaign. As of now, Internet marketers need estimation methods to predict the market performance of new services in many different business environments. We believe that the multi-attribute utility theory is a useful approach in this regard.

• Architectural research
• /
• 제7권2호
• /
• pp.61-68
• /
• 2005

A methodology for design of reinforced concrete members for serviceability in general and deflection control in particular is presented based on application of utility theory. The approach is based on minimizing total cost including both initial construction and cost of failure considering variability in structural behavior and various forms of serviceability loss function. The method is demonstrated for the case of a simply supported slab for example.

• 기술혁신학회지
• /
• 제3권1호
• /
• pp.127-138
• /
• 2000

This pape applies the multi-attribute utility theory for estimating the non-economci value of technology. The technology of the code division multiple access in mobile communications is used as a case study. The technology of the code division multiple access in mobile communications is used as a case study. The result shows that the multi-attribute utility theory is a useful method for es-tinmating the non-economic value of technology and gaining an insight into the importance of tech-nology innovation.

• Asia pacific journal of information systems
• /
• 제18권3호
• /
• pp.1-20
• /
• 2008

Based on the multi-attribute utility theory (MAUT), we present a survey method to measure consumer preferences. The multi-attribute utility theory has been used to make decisions in OR/MS field; however, we show that the method can be effectively used to estimate the demand for new services by measuring individual level utility function. Because conjoint method has been widely used to measure consumer preferences for new products and services, we compare the pros and cons of two consumer preference survey methods. Further, we illustrate how swing weighing method can be effectively used to elicit customer preferences especially for new telecommunications services, Multi-attribute utility theory is a compositional approach for modeling customer preference, in which researchers calculate overall service utility by summing up the evaluation results for each attribute. On the contrary, conjoint method is a decompositional approach, which requires holistic evaluations for profiles. Partworth for each attribute is derived or estimated based on the evaluation, and finally consumer preferences for each profile are calculated. However, if the profiles are quite new and unfamiliar to the survey respondents, they will find it very difficult to accurately evaluate the profiles. We believe that the multi-attribute utility theory-based survey method is more appropriate than the conjoint method, because respondents only need to assess attribute level preferences and not holistic assessment. We chose swing weighting method among many weight assessment methods in multi-attribute utility theory, because it is designed to perform in a simple and fast manner. As illustrated in Clemen and Reilly (2001), to assess swing weights, the first step is to create the worst possible outcome as a benchmark by setting the worst level on each of the attributes. Then, each of the succeeding rows "swings" one of the attributes from worst to best. Upon constructing the swing table, respondents rank order the outcomes (rows). The next step is to rate the outcomes in which the rating for the benchmark is set to be 0 and the rating for the best outcome to be 100, and the ratings for other outcomes are determined in the ranges between 0 and 100. In calculating weight for each attribute, ratings are normalized by the total sum of all ratings. To demonstrate the applicability of the approach, we elicited and analyzed individual-level customer preference for new telecommunication services-WiBro and HSDPA. We began with a randomly selected 800 interviewees, and reduced them to 432 because other remaining ones were related to the people who did not show strong intention for subscription to new telecommunications services. For each combination of content and handset, number of responses which favored WiBro and HSDPA were counted, respectively. It was assumed that interviewee favors a specific service when expected utility is greater than that of competing service(s). Then, the market share of each service was calculated by normalizing the total number of responses which preferred each service. Holistic evaluation of new and unfamiliar service is a tough challenge for survey respondents. We have developed a simple and easy method to assess individual level preference by estimating weight of each attribute. Swing method was applied for this purpose. We believe that estimating individual level preference will be quite flexibly used to predict market performance of new services in many different business environments.

• 한국경영과학회:학술대회논문집
• /
• 한국경영과학회/대한산업공학회 2003년도 춘계공동학술대회
• /
• pp.972-975
• /
• 2003

The purpose of this study is to integrate Decision Theory Approach(DTA) and OR Theory Approach(OTA) systemically. and to develop Combination Theory Approach to build an optimal R&D project portfolio by strategies. To Integrate two approaches. Utility theory is introduced. Evaluation Results aye converted into utility values by the utility functions and the values are optimized by 0-1 programming. Scoring method and Integer programming is used to evaluation a correspondence with a goal and to allocation the limiting resources. And utility function is used to reflect the preference of decision makers on the project evaluation.

• 한국멀티미디어학회논문지
• /
• 제25권2호
• /
• pp.432-439
• /
• 2022

This paper introduces deliberative behavior tree using utility theory. The proposed approach combine the strengths of behavior trees and utility theory to implement complex behavior of AI agents in an easier and more concise way. To achieve this goal, we devised and implemented three types of additional behavior tree nodes, which evaluate utility values of its own node or its subtree while traversing and selecting its child nodes based on the evaluated values. In order to validate our approach, we implemented a sample scenario using conventional behavior tree and our proposed deliberative tree respectively. And then we compared and analyzed the simulation results.

• 경영과학
• /
• 제28권1호
• /
• pp.159-167
• /
• 2011

The theory of random utility maximization (RUM) defines the probability of an alternative being chosen as the probability of its utility being perceived as higher than those of all the other competing alternatives in the choice set (Marschak 1960). According to this theory, consumers perceive the utility of an alternative not as a constant but as a probability distribution. Over the last two decades, there have been an increasing number of studies on the effect of utility variance on choice probability. The common result of the previous studies is that as the utility variance increases, the effect of the mean value of the utility (the deterministic component of the utility) on choice probability is reduced. This study provides a theoretical investigation on the effect of utility variance on choice probability without any assumptions on the specific forms of probability distributions. This study suggests that without assumptions of the probability distribution functions, firms cannot apply the marketing strategy of maximizing choice probability (or market share), but can only adopt the strategy of maximizing the minimum or maximum value of the expected choice probability. This study applies the Chebyshef inequality and shows how the changes in utility variances affect the maximum of minimum of choice probabilities and provides managerial implications.

• 산업경영시스템학회지
• /
• 제5권7호
• /
• pp.33-42
• /
• 1982

The standard theory of production treats human and non-human inputs in the same way. Inert Areas Theory drops this assumption. One distinction is obvious. Human capital, the source of human inputs, can not be purchased outright by firms. Usually what is purchased are units of labor time. What is critical is directed effort, at or beyond some level of skill. Direct effort, however, involves choice and motivation, and these are the critical variables left out of the standard theory. Leibenstein introduces the concept of "inert areas" by which he means "a set of effort positions whose associated levels of utility are not equal but in which the action required to go from a lower to a higher utility level involves a utility cost that is not compensated for by the gain in utility." This idea is used when discussing the behavior of firm's management.f firm's management.

• 대한전기학회:학술대회논문집
• /
• 대한전기학회 2003년도 하계학술대회 논문집 B
• /
• pp.1247-1249
• /
• 2003

Despite many advantages, d-q theory was available only for three phase system. But recently, some papers proposed the application methods of d-a theory or similar theories for single phase systems. This paper presents the control method of the utility-connected single-phase inverter using d-q theory. The suggested method gives single-phase system instantaneous controllability and also makes the realization of APF(Active Power Filter) without DFT operation and PFC(Power Factor Controller) possible. This paper deals with utility-connected single phase inverter with PFC function. The controller was verified by simulation tool.