The paper studies connections between risk aversion and martingale measures in a discrete‐time incomplete financial market. An investor is considered whose attitude toward risk is specified in terms of the index b of constant proportional risk aversion. Then dynamic portfolios are admissible if the terminal wealth is positive. It is assumed that the return (risk) processes are bounded. Sufficient (and nearly necessary) conditions are given for the existence of an optimal dynamic portfolio which chooses portfolios from the interior of the set of admissible portfolios. This property leads to an equivalent martingale measure defined through the optimal dynamic portfolio and the index 0 < b≤ 1. Moreover, the option pricing formula of Davis is given by this martingale measure. In the case of b= 1; that is, in the case of the log‐utility, the optimal dynamic portfolio defines the numéraire portfolio.
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