Use the buyer's utility indifference price: is the cash payment satisfying
Assume the utilities are well-defined, the finite indifference price exists, and the suprema are attained as allowed. Write the common reference value as . For claims , choose optimizers at their indifference prices . Because is a vector space, is admissible. The concavity of gives
The optimized utility decreases with the payment; strict increase of and attainment make the comparison strict whenever a smaller payment is substituted into an attained optimizer. Hence the payment restoring utility is at least . Thus
The sign corresponds to buying the payoff. A seller's price uses a different convention.

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