RATIONAL VERSUS PLAUSIBLE ACCOUNTING EQUIVALENCES IN PREFERENCE JUDGMENTS

Subjective expected utility (SEU) embodies four distinct principles of rational behavior. Although all have been called into some question empirically, the least plausible and least studied is the property that formally equivalent gambles are treated as indifferent in preference. The paper describes some results that arise when this property is sharply weakened and to some degree replaced by alternative rational and not-so-rational-assumptions. The resulting utility representations, like SEU, are weighted averages of the utilities of consequences, but with the weights dependent on more than the underlying chance event. In rank-dependent cases, which arise from a restricted assumption about formally equivalent gambles, the weights depend on the rank position of the corresponding consequence. In rank- and sign-dependent models, they depend both on the rank position of the consequence associated to the event and on whether it is a gain or a loss. The theory giving rise to the latter involves an additional primitive, namely, joint receipt of gambles, in terms of which new rational and irrational assumptions are invoked. The result generalizes prospect theory to gambles with more than a single gain and a single loss. © 1990, Association for Psychological Science. All rights reserved.