Psychologists have Directed their efforts in identifying and measuring risk attitudes by studying personality variables. Other than financial risk, they have identified social or physiological risk. They have studied the degree of consistency of risk behavior across different variables and have analyzed and contrasted group versus individual risk attitudes. The risk averter is described in psychological terms as one who has a low need for achievement and whose life experience tends to show a lack of interest in activities commonly identified with the masculine role (through sports, dangerous or daring activities, and the like). The risk averter also exhibits a relatively high degree of ambivalence it the type of risk concerned is either physical or social. This same individual, however, may well be willing to take relatively high financial risk. This finding emphasizes the need for distinguishing different types or risk before attempting generalization. Psychologists have also shown that different measures of risk do not always agree with one another when tested on the same group of subjects. Thus, peer valuation may not agree with other measures of risk. Group discussion has been shown to have the effect of increasing the degree of individual member of the group. The popularity of the committee in business and social life may be explained by this fact, and group action may be an effective way to secure more acceptable decisions under uncertainty. This conclusion supports the position that increasing risk aversion in society has brought about increased use of committees that are able to produce decisions on risky matters with greater facility than individual managers.