The Utility Analysis of Choices Involving Risk

T vHE purpose of this paper is to suggest that an important class of reactions of individuals to risk can be rationalized by a rather simple extension of orthodox utility analysis. Individuals frequently must, or can, choose among alternatives that differ, among other things, in the degree of risk to which the individual will be subject. The clearest examples are provided by insurance and gambling. An individual who buys fire insurance on a house he owns is accepting the certain loss of a small sum (the insurance premium) in preference to the combination of a small chance of a much larger loss (the value of the house) and a large chance of no loss. That is, he is choosing certainty in preference to uncertainty. An individual who buys a lottery ticket is subjecting himself to a large chance of losing a small amount (the price of the lottery ticket) plus a small chance of winning a large amount (a prize) in preference to avoiding both risks. He is choosing uncertainty in preference to certainty.