NORMATIVNA I DESKRIPTIVNA TEORIJA DONOŠENJA ODLUKA U USLOVIMA RIZIKA
NORMATIVE AND DESCRIPTIVE THEORIES OF DECISION MAKING UNDER RISK

Summary/Abstract: The approaches to the decision making process are typically either normative or descriptive. We sketch a historical development of the decision theory, starting with concept of utility that was first introduced by Daniel Bernoulli and then explaining the basic concepts of von Neumann and Morgenstern’s normative expected utility theory (including the basic axioms of rationality). Then we present the descriptively oriented prospect theory of Kahneman and Tversky as a critique of the expected utility theory. We compare these theories and conclude that their historical sequence captures the sequence of the developmental stages of the decision-making process itself. However, normative and descriptive theories are not mutually exclusive.

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