该文简要回顾了经济学和心理学视野中的决策理论，包括预期效用理论、主观预期效用理论和前景理论。
The paper reviewed some theories on decision-making by economists and psychologists, including expected utility theory, subjectively expected utility theory and prospect theory.
价值判断是金融学研究的核心内容，行为金融学的崛起使得价值判断依据由原来的预期效用理论转变为期望理论。
Valuation is the core of study on finance. The development of Behavioral Finance has changed the valuation rule from expected utility theory to prospect theory.
前景理论是近几十年来一个优秀的关于风险下决策的描述性模型，它的出现是对预期效用理论的一个挑战，甚至可以说是对预期效用理论的一个替代。
Prospect theory is a very successful descriptive model about decision making under risk during recent several decades, it challenges the expected utility theory to fight, and even can substitute it.
文章运用预期效用理论，在理性人假设的条件下对失信行为进行了静态和动态的收益-成本分析，并依此提出了提高失信成本、减少失信收益从而抑制失信行为的具体思路。
The author makes a cost-benefit analysis of the discredit from a static and dynamic perspective respectively by using the above assumption and the frame of the expected utility theory.
行为金融学是在质疑经典金融理论关于投资者具有理性预期、风险回避和效用最大化的行为特征的前提假设中产生的。
Behavior finance is based on the suspicion of the hypothesis about rational prospect, risk evasion and maximum utility in the modern classical financial theory.
近年许多精心策划的市场营销组合计划付诸实施后不能达到预期的目标，传统市场营销理论的实际效用遭到越来越多的质疑。
In recent years, many well-planned marketing mix putting into effect can not achieve the desired objectives, the effectiveness of traditional marketing objects to challenge.
近年许多精心策划的市场营销组合计划付诸实施后不能达到预期的目标，传统市场营销理论的实际效用遭到越来越多的质疑。
In recent years, many well-planned marketing mix putting into effect can not achieve the desired objectives, the effectiveness of traditional marketing objects to challenge.
应用推荐