This paper takes a behavioral approach toward the market for hedging services. A behavioral decision-making model is developed that provides insight into how and why owner-managers decide the way they do regarding hedging services. Insight into those choice processes reveals information needed by financial institutions to improve the design of their financial products. The key elements of the model are related to the characteristics of the owner-managers, thereby exploring the decision units' evaluations of the hedging services provided by futures exchanges. Using structural equation models and data from 467 owner-managers, obtained by means of computer-assisted personal interviews, we find that the elements "exercising entrepreneurial freedom," "perceived performance," and the "owner-manager's reference price" determine their attitude toward using futures. These elements are related to innovativeness, risk attitude, and level of understanding of futures markets.There are a variety of financial instruments available to manage price risk, such as the cash market, futures, options on futures, individually negotiated forward contracts, and various OTC instruments. The functioning of such price risk management instruments has been the subject of extensive academic research, but how and why participants use these instruments has received little attention. Yet financial institutions need such information to develop and market new financial products and to improve existing ones. In this context, a better understanding of the choice process of customers is crucial. valuable insights into the corporate characteristics associated with the decision to use derivatives. However, these studies focus primarily on large corporations, and none has investigated how managers make decisions. Questions involving the how among choices include 1) the type of information managers use when evaluating price risk management instruments, 2) the influence of the manager's decision-making unit on the hedging decision, 3) the level at which (attitudinal) information about alternative price risk management instruments is compared (the level of comparison), and 4) the way this information is compared across alternative price risk management instruments in reaching a decision (the comparison mechanism). This study differs from previous research into derivative usage in two important ways. First, we focus on owner-managers of small and medium-sized enterprises (SMEs), because, unlike in a large corporation, they tend to embody many of the important functions of the enterprise, such as research and development, manufacturing quality control, sales, and accounting. Large corporations tend to have different departments for each function. Moreover, the wealth of an owner-manager of a SME is directly affected by the variance of expected profit, which constitutes an (extra) incentive to consider and control risk by means of hedging (Sarasvathy, Simon, and Lave [1998]; Smith and Stulz [1985]).Second, we develop a behavioral decision-making model that rev...