Measuring the effect of risk attitude on marketing behavior
研究发现，结合期望效用理论实验和调查问卷的风险偏好测量能解释现货与合同销售行为，但调查方法更有效，实验方法则揭示风险态度随结果变化，对商品价格波动研究有价值。
Despite extensive study, researchers continue to search for consistent and reliable measures of risk preferences to explain market behavior. We find that a measure, combining experiments rooted in expected utility theory and measures derived from surveys, explains spot and contractual sales, but does not exhibit substantially greater explanatory power than its underlying components. Survey-based measures are generally more significant indicators of marketing choices, but experimental measures reveal how risk attitudes vary over a range of probable outcomes, which is important in light of increased commodity price volatility. Given recently identified limitations on the applicability of expected utility theory, we suggest that researchers include survey methods to obtain low-cost supplemental measures.