The most basic decision for investors is the amount of risk they are willing to take. It is almost natural to be risk-averse (meaning to dislike risk and want to expose most minimum risk level possible).
A investor’s tolerance for risk is not only by their ability to take it but also the willingness to take it.
Attitudes towards the idea it is different, and based on individual preferences.
The bottom line is that it is not easily defined or measured since there is no accurate way to pinpoint it precisely.
Tina Jessick's Blog 
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