Utility Theory

Utility Theory, which in essence, explains people’s choices and motivations by the utility of the outcomes.

Read along : The Fourfold PatternThe Fourfold Pattern
A 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...