The literature on treatment choice focuses on the mean of welfare regret.
Ignoring other features of the regret distribution, however, can lead to an
undesirable rule that suffers from a high chance of welfare loss due to
sampling uncertainty. We propose to minimize the mean of a nonlinear
transformation of welfare regret. This paradigm shift alters optimal rules
drastically. We show that for a wide class of nonlinear criteria, admissible
rules are fractional. Focusing on mean square regret, we derive the closed-form
probabilities of randomization for finite-sample Bayes and minimax optimal
rules when data are normal with known variance. The minimax optimal rule is a
simple logit based on the sample mean and agrees with the posterior probability
for positive treatment effect under the least favorable prior. The Bayes
optimal rule with an uninformative prior is different but produces
quantitatively comparable mean square regret. We extend these results to limit
experiments and discuss our findings through sample size calculations