Make risk-adjusted decisions by calculating expected utility instead of expected value.
Guaranteed amount offered instead of the gamble
Formula: EU = Σ P(i) × U(outcome_i) Certainty Equivalent = U⁻¹(EU) Risk Premium = EV − Certainty Equivalent
Expected Utility Theory
People don't maximize expected monetary value — they maximize expected utility. A risk-averse person prefers a sure $50K over a 50/50 chance of $0 or $100K, even though the EV is the same.