... Prentice Hall • Microeconomics • Pindyck/Rubinfeld, 8e of 35 Uncertainty and Consumer Behavior Chapter 5: Uncertainty and Consumer Behavior To examine the ways that people can compare and choose ... Making Chapter 5: Uncertainty and Consumer Behavior Table 5.4 Incomes from Sales Jobs—Modified ($) Outcome Deviation Squared Outcome Deviation Squared Expected Income Standard Deviation 500 Job ... Figure 5.3 Chapter 5: Uncertainty and Consumer Behavior Risk Aversion, Risk Loving, and Risk Neutrality In (a), a consumer s marginal utility diminishes as income increases The consumer is risk averse...