The thesis has introduced the insurance market of consumer's attitude towards risk and the tolerance of risk attitude at first, then its basic conception and function , and has analyzed and to influencing the risk of the insurance, I divide the risk into the inside risk and external risk.

In the modelling process diversification constraints are directly introduced by combining them with the investor's attitude towards risk so that the risk of every feasible portfolio is under the level acceptable.

This paper through consider trade competitive factors and related men's attitude towards risk,raise a model of construct corporate rational capital structure and illutrate with example.

On the basis of EER, a bidding model which integrates cost,reward,risk and other factors is introduced. The model contains the adventure coefficient and the aversion coefficient, whose values reflect the decision maker's attitude towards risk in the decision making of the bidding.

The comparisonincludes the staffs' attitude towards risk, risk management structure and system, and the application of risk management technologies such as VAR, credit risk models and RAROC criterion.

In the meantime, behavioral finance theory starts fully with the investor's attitude towards risk, and makes more precise conclusions such as the migration of risk preference and the influence of capital structure upon company value.

The study of the developments in the credit risk management theory shows that financial institutions are thinking more and more about the investor's attitude towards risk.

The seller's choice between the fixed and the asking price strategies depends on several factors: the expected cost of haggling, price competition and the seller's attitude towards risk.

According to the local risk-neutrality theorem an agent who has the opportunity to invest in an uncertain asset does not buy it or sell it short iff its expected value is equal to its price, independently of the agent's attitude towards risk.

This aspiration, however, may be more than offset by the risk involved in obtaining this extra wealth and the individual's attitude towards risk.

A decision maker's attitude towards risk is said to be of orderi, i=1, 2, if for every given riskē with expected value zero, the risk premium the decision maker is willing to pay to avoid the risktē goes witht to zero at the same order asti.

The inclusion of a likelihood variable, which is based on information and attitude towards risk, provides a more realistic approach to understanding voting in rational choice terms.

The rate of return on a portfolio has been neglected. In this paper a fractional linear programming model with maximizing the rate of return on a portfolio as its objective is presented. In the modelling process diversification constraints are directly introduced by combining them with the investor's attitude towards risk so that the risk of every feasible portfolio is under the level acceptable.

This paper gives a detailed analysis to decision makers's behavior of decision under risk.The mathematical definition of a prospect equationg a definite affair is set up.The formula of getting the certainty equivalent of prospect and the relation between the calculation of certainty equivalent of a prospect and the calculation of the dimension of fractals of a self affine set is established.The formula can describe decision makers's attitude towards risk well and so the Allais paradox is explained and...

This paper gives a detailed analysis to decision makers's behavior of decision under risk.The mathematical definition of a prospect equationg a definite affair is set up.The formula of getting the certainty equivalent of prospect and the relation between the calculation of certainty equivalent of a prospect and the calculation of the dimension of fractals of a self affine set is established.The formula can describe decision makers's attitude towards risk well and so the Allais paradox is explained and solved.

Capital structure is important problem of corporate raise funds,many scholars engaged a large number research about corporate capital structure.But corporate capital structure is effected by many factors and it is complicated,now it is called"capital structure puzzled".This paper through consider trade competitive factors and related men's attitude towards risk,raise a model of construct corporate rational capital structure and illutrate with example.