In general, the value is a function of the expected return of people, and as a general rule, the higher the expected return and the higher the person's expectations, the less value is given to an opportunity with specific profitability and cash flows, and for education. That investment opportunity is willing to pay a lower amount. The expected return of people is also determined according to their expected utility and is a function of various factors such as the individual's position and personal characteristics, the risk associated with the position, other available solutions and the cost of possible opportunities (most of the assumed benefits that Due to choosing a certain solution, we are deprived of obtaining those benefits through other possible solutions for choosing) and environmental and social factors. In financial and investment texts, the expected utility of people is measured based on the combination of return and risk and from the point of view of a rational person (a risk-averse person who prefers more return at a constant risk level and less risk at a constant return level). and it is assumed that there is a direct relationship between risk and return. In other words, the higher the risk, the higher the expected return (and vice versa).
