Key points are not available for this paper at this time.
Journal Article Decision Making Under Uncertainty: A Direct Measurement Approach Get access Thomas V. Bonoma, Thomas V. Bonoma Search for other works by this author on: Oxford Academic PubMed Google Scholar Wesley J. Johnston Wesley J. Johnston Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 6, Issue 2, September 1979, Pages 177–191, https://doi.org/10.1086/208760 Published: 01 September 1979 Article history Received: 01 April 1978 Revision received: 01 April 1979 Published: 01 September 1979
Bonoma et al. (Sat,) studied this question.