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Different researchers have conceptualized the risk-return relationship as being positive, negative, or curvilinear. This paper proposes a framework where different theoretical approaches can be mapped onto a two-dimensional risk-return space in order to reconcile them. Rather than a single and fixed reference point, we propose that there are two additional reference points. Furthermore, we present a polynomial risk-return relationship that suggests a negative risk-return relationship below and above the failure and success reference points, and a positive relationship in between the two points. Practitioner as well as research implications are discussed.

A Contingent Relationship Between Risk and Return: Toward A Behavioral Model of Decision Making