“…The ultimate goal of such variational pricing scheme is to provide a novel behavioural explanation for the pricing of contingent claims and similar financial assets, traded in realistic setups leading to market incompleteness. Therefore, the approach developed here, extending previous work in Azevedo et al (2013), Boukas et al (2011), Pinheiro et al (2013), Xanthopoulos and Yannacopoulos (2008), is an alternative point of view to the pricing of contingent claims in incomplete markets, a relevant problem in financial mathematics. Recall that incompleteness of the market can arise from all sorts of market imperfections and, in particular, it may be due to the non-existence of a large enough number of assets in the market so that all contingent claims can be hedged, to lack of liquidity in the financial markets, to taxation rules and transaction costs, among other reasons.…”