{"id":9514,"date":"2017-07-20T09:37:52","date_gmt":"2017-07-20T14:37:52","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=9514"},"modified":"2026-08-10T18:20:40","modified_gmt":"2026-08-10T18:20:40","slug":"prospect-theory","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/prospect-theory\/","title":{"rendered":"Prospect Theory: How Users Make Decisions"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 10<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"9514\" class=\"elementor elementor-9514\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3a197a65 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3a197a65\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4cbc04c6\" data-id=\"4cbc04c6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2d8ff917 elementor-widget elementor-widget-text-editor\" data-id=\"2d8ff917\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<p class=\"wp-block-paragraph\">In 1979, psychologists Daniel Kahneman and Amos Tversky published a paper titled, <em>\u201c<\/em><a href=\"http:\/\/people.hss.caltech.edu\/~camerer\/Ec101\/ProspectTheory.pdf\"><em>Prospect Theory: An Analysis Of Decision Under Risk<\/em><\/a><em>\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u00a0<\/em>The theory states:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201cPeople make decisions based on the potential value of losses and gains rather than the final outcome.\u201d<\/em><\/p>\n\n\n\n<p><\/p><\/div><\/div><\/div><\/div><\/div><\/section><\/div> <a href=\"https:\/\/www.invespcro.com\/blog\/prospect-theory\/#more-9514\" class=\"more-link elementor-more-link\"><span aria-label=\"Continue reading Prospect Theory: How Users Make Decisions\">(more&hellip;)<\/span><\/a>","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 10<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>In 1979, psychologists Daniel Kahneman and Amos Tversky published a paper titled, \u201cProspect Theory: An Analysis Of Decision Under Risk\u201d \u00a0The theory states: \u201cPeople make decisions based on the potential value of losses and gains rather than the final outcome.\u201d<\/p>\n","protected":false},"author":47,"featured_media":9542,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[87,245,477,109],"class_list":["post-9514","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro","tag-general","tag-intermediate","tag-psychology","tag-resource"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/9514","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/47"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=9514"}],"version-history":[{"count":3,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/9514\/revisions"}],"predecessor-version":[{"id":101166,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/9514\/revisions\/101166"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media\/9542"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=9514"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=9514"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=9514"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}