摘要：Consumer's behaviour is described mostly by the neoclassical theory in the framework of cardinalistic and ordinalistic models which involve the methodological individualism, the concept of rationalism, the equilibrium and the perfect information of consumer. Consumer in the financial actives market decides in a similar way. Consumer can make decisions also uder the condition of risk and uncertainty.
关键词：actives market; theory of expected utility; prospect theory; risk; uncertainty
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