Previtero, SDA Bocconi and UCLA for invaluable support in experiment structuring and comments. We thank Tim Jenkinson and Howard Jones at Said Business School, the University of Oxford, for helpful discussions and support. We are indebted with Peter Bossaerts, Stefano Gatti, Sandro Shelegia, Alessandro de Cillis, seminar participants at Bocconi University and the EFMA Conference 2007 for their comments.We owe special gratitude to the Editor, John Doukas, and two anonymous reviewers for invaluable comments and suggestions. The ideas expressed in the paper do not necessarily re ‡ect the position of the authors'respective institutions. Any errors remain our own.