A Comparative Analysis of Three Consumer Decisions Strategies.

This study compared three alternative decision-making strategies in the consumer behavior literature: (1) minimization of expected negative utility (perceived risk); (2) maximization of expected positive utility (perceived return); and (3) maximization of expected net utility (net perceived return). The results of this study indicated that the net perceived return model could explain more variance in brand preference than the other two models. [ABSTRACT FROM AUTHOR]