Case Study

Business Expansion Decision Analysis

A business owner's satisfaction from profit can be described by the function U(P) = 5P, where U is the level of satisfaction (utility) and P is the profit in dollars. This means each additional dollar of profit provides the same amount of additional satisfaction. The owner is evaluating two mutually exclusive expansion projects:

  • Project Alpha: A venture with a guaranteed profit of $80,000.
  • Project Beta: A venture with a 60% chance of earning a $150,000 profit and a 40% chance of incurring a $25,000 loss.

Based on the owner's satisfaction function, which project should they choose, or would they be indifferent? Justify your answer by calculating and comparing the expected satisfaction from each project.

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Updated 2025-08-01

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