SAGE Reference - Encyclopedia of Public Relations

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Subjective Expected Utilities Theory

In: Encyclopedia of Public Relations
Edited by: Robert L. Heath
Subject:Public Relations, Public Relations

Subjective expected utilities (SEU) theory is one of the oldest attempts to explain how people make decisions. The theory is based on the intuitively simple proposition that people make decisions to maximize positive outcomes and minimize negative ones. Persuasion theory pursues ...

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  Heath, R. L. (2013). Subjective expected utilities theory. In Encyclopedia of public relations (Vol. 1, pp. 894-895). SAGE Publications, Inc., https://dx.doi.org/10.4135/9781452276236.n486
  
  Heath, Robert L. "Subjective Expected Utilities Theory." In Encyclopedia of Public Relations, edited by Heath, Robert L., 894-95. Thousand Oaks, CA: SAGE Publications, Inc., 2013. https://dx.doi.org/10.4135/9781452276236.n486.
  
  Heath, R. L. 2013. Subjective Expected Utilities Theory. In: Robert L. Heath Editor, 2013. Encyclopedia of Public Relations, Thousand Oaks, CA: SAGE Publications, Inc. pp. 894-895 Available at: <https://dx.doi.org/10.4135/9781452276236.n486> [Accessed 16 Aug 2022].
  
  Heath, Robert L. "Subjective Expected Utilities Theory." Encyclopedia of Public Relations. Edited by Vol. 1. Thousand Oaks: SAGE Publications, Inc., 2013, pp. 894-95. SAGE Knowledge. 16 Aug 2022, doi: https://dx.doi.org/10.4135/9781452276236.n486.
  
  Heath, Robert L. (2013). Subjective expected utilities theory In:Subjective expected utilities theory Encyclopedia of public relations Vol. 1. Thousand Oaks, CA: SAGE Publications, Inc.; 2013:894-895. doi:10.4135/9781452276236.n486
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