OBJECTIVE AND SUBJECTIVE INFLUENCES ON THE DECISION TO TRADE ON THE LONDON POTATO FUTURES MARKET

Among dealers in the physical commodity, the benefits associated with risk reduction are important factors in motivating the decision to engage in futures trading. Although it is possible to evaluate, in an objective sense, the ability of a market to reduce risk, actual and potential users may also be heavily influenced by their subjective assessments of the performance and reliability of a futures market. This paper argues that the recent decline in the level of usage of the London Potato Futures Market may be more the product of unfavourable attitudes to trading than of a decline in the performance of the market with respect to risk reduction.