Advances in Prospect Theory : Cumulative Representation of Uncertainty

We develop a new version of prospect theory that employs cumulative rather than separable decision weights and extends the theory in several respects. This version, called cumulative prospect theory, applies to uncertain as well as to risky prospects with any number of outcomes, and it allows different weighting functions for gains and for losses. Two principles, diminishing sensitivity and loss aversion, are invoked to explain the characteristic curvature of the value function and the weighting functions. A review of the experimental evidence and the results of a new experiment confirm a distinctive fourfold pattern of risk attitudes: risk aversion for gains and risk seeking for losses of high probability; risk seeking for gains and risk aversion for losses of low probability. Expected utility theory reigned for several decades as the dominant normative and descriptive model of decision making under uncertainty, but it has come under serious question in recent years. There is now general agreement that the theory does not provide an adequate description of individual choice: a substantial body of evidence shows that decision makers systematically violate its basic tenets. Many alternative models have been proposed in response to this empirical challenge (for reviews, see Camerer, 1989; Fishburn, 1988; Machina, 1987). Some time ago we presented a model of choice, called prospect theory, which explained the major violations of expected utility theory in choices between risky prospects with a small number of outcomes (Kahneman and Tversky, 1979; Tversky and Kahneman, 1986). The key elements of this theory are 1) a value function that is concave for gains, convex for losses, and steeper for losses than for gains, *An earlier version of this article was entitled "Cumulative Prospect Theory: An Analysis of Decision under Uncertainty." This article has benefited from discussions with Colin Camerer, Chew Soo-Hong, David Freedman, and David H. Krantz. We are especially grateful to Peter P. Wakker for his invaluable input and contribution to the axiomatic analysis. We are indebted to Richard Gonzalez and Amy Hayes for running the experiment and analyzing the data. This work was supported by Grants 89-0064 and 88-0206 from the Air Force Office of Scientific Research, by Grant SES-9109535 from the National Science Foundation, and by the Sloan Foundation. 298 AMOS TVERSKY/DANIEL KAHNEMAN and 2) a nonlinear transformation of the probability scale, which overweights small probabilities and underweights moderate and high probabilities. In an important later development, several authors (Quiggin, 1982; Schmeidler, 1989; Yaari, 1987; Weymark, 1981) have advanced a new representation, called the rank-dependent or the cumulative functional, that transforms cumulative rather than individual probabilities. This article presents a new version of prospect theory that incorporates the cumulative functional and extends the theory to uncertain as well to risky prospects with any number of outcomes. The resulting model, called cumulative prospect theory, combines some of the attractive features of both developments (see also Luce and Fishburn, 1991). It gives rise to different evaluations of gains and losses, which are not distinguished in the standard cumulative model, and it provides a unified treatment of both risk and uncertainty. To set the stage for the present development, we first list five major phenomena of choice, which violate the standard model and set a minimal challenge that must be met by any adequate descriptive theory of choice. All these findings have been confirmed in a number of experiments, with both real and hypothetical payoffs. Framing effects. The rational theory of choice assumes description invariance: equivalent formulations of a choice problem should give rise to the same preference order (Arrow, 1982). Contrary to this assumption, there is much evidence that variations in the framing of options (e.g., in terms of gains or losses) yield systematically different preferences (Tversky and Kahneman, 1986). Nonlinear preferences. According to the expectation principle, the utility of a risky prospect is linear in outcome probabilities. Allais's (1953) famous example challenged this principle by showing that the difference between probabilities of .99 and 1.00 has more impact on preferences than the difference between 0.10 and 0.11. More recent studies observed nonlinear preferences in choices that do not involve sure things (Camerer and Ho, 1991). Source dependence. People's willingness to bet on an uncertain event depends not only on the degree of uncertainty but also on its source. Ellsberg (1961) observed that people prefer to bet on an urn containing equal numbers of red and green balls, rather than on an urn that contains red and green balls in unknown proportions. More recent evidence indicates that people often prefer a bet on an event in their area of competence over a bet on a matched chance event, although the former probability is vague and the latter is clear (Heath and Tversky, 1991). Risk seeking. Risk aversion is generally assumed in economic analyses of decision under uncertainty. However, risk-seeking choices are consistently observed in two classes of decision problems. First, people often prefer a small probability of winning a large prize over the expected value of that prospect. Second, risk seeking is prevalent when people must choose between a sure loss and a substantial probability of a larger loss. Loss' aversion. One of the basic phenomena of choice under both risk and uncertainty is that losses loom larger than gains (Kahneman and Tversky, 1984; Tversky and Kahneman, 1991). The observed asymmetry between gains and losses is far too extreme to be explained by income effects or by decreasing risk aversion. ADVANCES IN PROSPECT THEORY 299 The present development explains loss aversion, risk seeking, and nonlinear preferences in terms of the value and the weighting functions. It incorporates a framing process, and it can accommodate source preferences. Additional phenomena that lie beyond the scope of the theory--and of its alternatives--are discussed later. The present article is organized as follows. Section 1.1 introduces the (two-part) cumulative functional; section 1.2 discusses relations to previous work; and section 1.3 describes the qualitative properties of the value and the weighting functions. These properties are tested in an extensive study of individual choice, described in section 2, which also addresses the question of monetary incentives. Implications and limitations of the theory are discussed in section 3. An axiomatic analysis of cumulative prospect theory is presented in the appendix.