决策信息的一种评价模型及其在商业广告效果分析中的应用

A Evaluation Model of Decision Information And Its Application in Business Advertising Effect Analyzing

本文用效用函数建立了决策问题的信息评价模型,使用确定当量定义了信息的货币价值,然后通过模型的一种特殊形式,用Arrow-Pratt的风险厌恶度概念对一类特殊决策信息价值模型进行了分析,最后用这种特殊模型解释了一类商业广告现象,并据此给出这类商业广告的策略.

Using utility function, we create a general decision information evaluating model,then simplify it into a special form to analyze a kind of information value with Arrow-Pratt meature of risk aversion. Two business advertising phenomena is analyzed and the conrresponding advertising strategy is given.