Expected utility optimal risk

Our work so far assumes that both the supplier and the retailer in the supply chain adopt the satisficing objectives. However, there are other types of objectives formanagers and/orcompanies in business practice. These objectives include expected profit maximization (EPM), expected utility maximization, and expectedprofit maximization subjectto downside-risk constraint (Gan et al., 2005). If this is the case, how could we design Pareto-optimal and/or coordinating contracts for such a supply chain ... 

In his seminal paper published in 1952, Harry Markowitz formulated the framework for portfolio optimization, which helps an investor to maximize his utility depending on expected return and expected risk of the portfolio." The objective is to identify, on the basis of return and variance/covariance estimators, those portfolio weights that maximize the utility of the investor. The solutions for different investors depend on their individual risk preferences. In most cases, an investor achieves maximum utility when the return of his portfolio is maximal ... 

Central concepts of RHT are taken from economic utility theory and it is a question of whether utility , expected loss/gain and optimal target level on the whole are applicable when it comes to how drivers deal—that is, psychologically speaking— with risks in the road system. Economic utility theory and adherent concepts are not applicable to the elaboration of behavioural adaptation theory because it rules out fundamental topics such as information processing and unconscious versus conscious routes to decision-making. A theory cannot simply omit such topics and not provide comment as if they do not exist. 

---