诺依曼与摩根斯坦于1944 年奠定的 期望效用最大化原理(expected utility maximization)与经济学的理念形 成鲜明对比的是，认知心理学认为决策过程中的几个重要因素可以显 著地影响决策的制定。
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为此，研究了运输产品市场选择的用户效用极大化原理，建立了运输产品服务水平量化标定的效用函数；
The paper introduced the utility function that can calibrate the service level of transportation products on the basis of the maximum principle for user utility in selecting transportation products.
对这些因素所致的违约行为运用经济学中消费者效用最大化原理进行分析，我们可以得出消费者违约的最终目的都是为了实现自身效用最大化目标。
By using the economic theory of maximizing consumer's effect to analyze these ACTS of disobeying agreement, we can gain that consumer's final goal is to realize his effect maximizing.
酒店业具备了收益管理的应用条件，并可以运用收益管理的原理，控制房价与出租率，以实现收入的最大化。
Hotel industry, which has possessed the condition to use the revenue management, can apply it to control room price and renting rate to maximize revenue.
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