This is reflected in the theory of subjective expected utility.

The subjective expected utility theory has been applied to contexts beyond fear appeals.

Which decision you prefer depends on which subjective expected utility is higher.

The subjective expected utility theory is unlike other theories of fear appeal because it does not describe the emotional process involved in fear reduction.

As previously stated, the subjective expected utility theory can be applied to various contexts such as predicting retirement and child-bearing.

Experiments have shown that many individuals do not behave in a manner consistent with subjective expected utility, e.g. most prominently Allais (1953)

(an overview of the philosophical foundations of key mathematical axioms in subjective expected utility theory - mainly normative)

The theory of subjective expected utility combines two subjective concepts: first, a personal utility function, and second a personal probability distribution (based on Bayesian probability theory).

Subjective expected utility is a method in decision theory in the presence of risk, promoted by L. J. Savage in 1954 following previous work by Ramsey and von Neumann.

They include: the extended parallel process model, the drive theory, the subjective expected utility theory, the protection motivation theory, the health belief model, the theory of reasoned action, and the transtheoretical model.

Combining the three elements of the prior probability, the data, and the loss function then allows decisions to be based on maximizing the subjective expected utility, a concept introduced by Leonard J. Savage.

Rational behaviour is again characterised by subjective expected utility maximisation, where the utility is state-dependent, and the maximisation encompasses the choice of an optimal subjective probability from an underlying feasible set.

In the context of a fear appeal, the subjective expected utility theory predicts that a fear appeal is successful when the individual believes that the benefits in risk reduction outweigh the expected cost of acting.