THE RISK‐RETURN CONNECTION: AN EXAMINATION OF PERCEPTUAL AND OBJECTIVE MEASURES OF RISK AMONG CATALOG AND MAIL‐ORDER HOUSES

Abstract

In a study of catalog and mail‐order houses, both perceptual and objective measures of risk supported the U‐shaped risk‐return association proposed by Fiegenbaum and Thomas. Results also supported prospect theorists contention that there is a steeper slope for firms below the target performance. Unlike the prediction by prospect theory that steeper slopes exist around the referent point, steeper slopes were found in the outermost tertiles.

Citation

Parnell, J.A., Everett, L. and Wright, P. (1994), "THE RISK‐RETURN CONNECTION: AN EXAMINATION OF PERCEPTUAL AND OBJECTIVE MEASURES OF RISK AMONG CATALOG AND MAIL‐ORDER HOUSES", The International Journal of Organizational Analysis, Vol. 2 No. 2, pp. 193-207. https://doi.org/10.1108/eb028808