“…For the financial sector see: Barro and Barro (1990), Crawford et al (1995), Hubbard and Palia (1995), Collins et al (1995), Houston and James (1995), Fields andFraser (1999), andJohn et al (2000). Swalm (1966), Levy (1969) and Kahneman and Tversky (1979), show that typical preferences must include risk seeking as well as risk averse segments. 3 The stochastic dominance literature developed by Hadar and Russell (1969) and Hanoch and Levy (1969), which includes the concepts of conditional stochastic dominance (Clark and Jokung, 1999) and marginal conditional stochastic dominance (Shalit and Yitshaki, 1994) extends this insight and provides decision rules for both risk seekers and risk averters.…”