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Prospect Theory
A behavioral economic theory that describes how people choose between probabilistic alternatives that involve risk, where the probabilities of outcomes are unknown.
Behavioral Economists
Scholars examining how psychological, cognitive, emotional, cultural, and social influences affect the financial choices of individuals and organizations.
Gains
Increases in economic benefits, such as profits, revenue, or utility.
Losses
Negative financial results from business operations, where expenses exceed revenues.
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