Jaron CollisCore ConceptAn alternative view of rationality to that of game theoryProspect TheoryProspect TheoryAka Kahneman-Tversky theory Uses ideas from psychology to examine decision makingLoss AversionAmbiguity AversionLoss AversionPeople strive to avoid losses rather than make gains People record profits and losses in different mental 'accounts'Ambiguity AversionPeople prefer making decisions on factors that are familiarfalsebusiness12002-06-18T00:38:08.962+01:002002-08-27T00:12:02.513+01:00game theory