On the theory of the competitive firm with a utility function defined on profits and regret

In this paper we analyze the optimal output determined by a competitive firm facing uncertain demand. We analyze the effect of introducing uncertainty and the effect of increasing uncertainty on the optimal output, under the assumption that the utility function of the firm depends both on profits and on regret. We show that if the firm is more risk averse to profits than to regret (in a sense described below), both effects tend to decrease the optimal output. Similar effects of introducing uncertainty and of increased uncertainty were previously shown by Sandmo (1971) to exist in the case where utility is defined on profits only. Thus, this paper provides conditions under which the above results hold true, even when utility is defined on regret and on profits.