Mark has just been fired as the university bookstore manager for setting prices too low (only 20 percentabove suggested retail). He is considering opening a competing bookstore near the campus, and he hasbegun an analysis of the situation. There are two possible sites under consideration. One is relativelysmall while the other is large. If he opens at Site 1 and demand is good, he will generate a profit of$50,000. If demand is low, he will lose $10,000. If he opens at Site 2 and demand is high he willgenerate a profit of $80,000, but he will lose $30,000 if demand is low. He also has decided that he willopen at one of these sites. He believes that there is a 60 percent chance that demand will be high. Heassigns the following utilities to the different profits: U(50,000) = 0.72 U(-10,000) = 0.22 U(80,000) = 1 U(-30,000) = 0 Using expected utility theory, what should Mark do?
Mark has just been fired as the university bookstore manager for setting prices too low (only 20 percentabove suggested retail). He is considering opening a competing bookstore near the campus, and he hasbegun an analysis of the situation. There are two possible sites under consideration. One is relativelysmall while the other is large. If he opens at Site 1 and demand is good, he will generate a profit of$50,000. If demand is low, he will lose $10,000. If he opens at Site 2 and demand is high he willgenerate a profit of $80,000, but he will lose $30,000 if demand is low. He also has decided that he willopen at one of these sites. He believes that there is a 60 percent chance that demand will be high. Heassigns the following utilities to the different profits:
U(50,000) = 0.72 U(-10,000) = 0.22
U(80,000) = 1 U(-30,000) = 0
Using expected utility theory, what should Mark do?
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