Abstract: According to the target-oriented decision model (see Castagnoli and Li Calzi,1996 and Bordley and Li Calzi, 2000) the individual agent cardinal utility can be simply elicited by assessing the (random) goal the agent wishes to meet. The use of the target-oriented language to design risk preferences may improve the questionnaire usability. JEL Classification: G02, G11 working papers series
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