Utility Theory, which in essence, explains people’s choices and motivations by the utility of the outcomes.
Read along : The Fourfold PatternThe Fourfold PatternA 2x2 table, X-axis is Gain & Loss. Y-axis is Low & High Probability.
High Probability and gain leads to fear of loss, and that's when people are ready to 'lock on something sure', as they...
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