Expected utility

 Expected utility expected utility refers to the consumer under conditions of uncertainty may obtain the utility of various outcomes weighted averages. If the P 1-P and W and Q are two results that the probability of occurrence , then the expected utility function can be written as EU = PU (W) + (1-P) U (Q), can be written as E {U [P ,Online discount stores On Sale Nike Air Force 1 Mens Green Black shoes , (1-P); W,Online discount stores On Sale Nike Zoom Kobe VI Red White Blue shoes , Q]} means that the results expected utility greater the greater the probability of occurrence ,Sale 2013 Nike CTR360 Maestri III AG Blue Green Soccer Cleats 20121229 , it only used to determine the risk of different people on different preferences . But people in the face of loss and gain , they often fail to comply with the reflection effect because of expected utility maximization selection criterion to judge.