I'm really not sure it means much to say that people are "risk-adverse" or not; humans (and monkeys! see
http://www.ted.com/talks/laurie_santos.html) are BOTH: they prefer to play it safe when they expect a gain, and prefer risk when they expect a loss.
For example, people (in general) prefer $500 now than a 50% chance of $1000, but the same people prefer to take a 50% chance of losing $1000 than losing $500 now with certainty.
Behaviorists call this "irrational" because the two cases are the same: whatever you prefer, you should prefer the same, that is:
- if you're "risk adverse", you should prefer the certain outcome in both cases
- if you have a preference for risk, you should take the chance every time.
But it's not what happens; to repeat, the same individual usually prefers the outcome that is certain when the expected outcome is a gain, and usually prefers to take a chance when the expected outcome is a loss, even when those options are mathematically identical.
So, if one wants to show that entrepreneurs are different from ordinary people as regards to risk, they should study at least those two dimensions: gain/loss. And since most people prefer risk when confronted with a possible loss, then entrepreneurs would have to either
- prefer risk always when confronted with a possible loss
- prefer risk more often when confronted with a possible gain.
- - -
If there actually is a difference between "entrepreneurs" and other people, it may be that entrepreneurs have a higher confidence in their own capacities, so that they think that they can influence the future in a good way.