Who really wants to be a millionaire? Estimates of risk aversion from gameshow data

This paper analyses the behaviour of TV gameshow contestants to estimate risk aversion. We are able to show that the gameshow participants are broadly representative of the population as a whole. The gameshow has a number of features that makes it well suited for our analysis: the format is extremely straightforward, it involves no strategic decisionmaking, we have a large number of observations, and the prizes are cash and paid immediately, and cover a large range – from £100 up to £1 million. Even though the CRRA model is extremely restrictive we find that a coefficient or relative risk aversion
which is close to unity fits the data across a wide range of wealth remarkably well