We construct two classes of risk-reward measures - one by generalizing the mean-variance model of Markowitz (1952), and the other by generalizing the gain-loss model of Bernardo & Ledoit (2000) - and develop, for these economies, the following: (i) a CAPM-like relative pricing equation; (ii) an analytical expression for the associated stochastic discount factor (pricing kernel) as a (generally) nonlinear function of the market excess return; (iii) explicit analytical solutions in the complete markets case for optimal portfolios, and the maximum possible reward-to-risk ratio (akin to the Sharpe ratio), as functions of the economy's complete markets discount factor; (iv) an equivalent non-Expected Utility Theory (non-EUT) value function, and (v) a simplified market factor model along the lines of Sharpe (1963). Multifactor extensions, and econometric considerations, are also taken up. It is argued that the generalized Markowitz model has the potential to outperform the Sharpe-Lintner CAPM, and to capture segmentation in asset markets via its variable risk proxy. The generalized Bernardo-Ledoit model's non-EUT value function is shown, in the appropriate parameter regime, to reduce to the S-shaped value function of a loss-averse investor (Prospect Theory, Kahneman and Tversky, 1979). It is further shown that a loss-averse representative agent's optimal zero-cost portfolio payoff (excess return) in a complete markets setting is strictly positive in all future states of nature except one, where it is strictly negative. The asymmetry in positive and negative state-specific payoffs is found to decrease as the market becomes more incomplete. Our CAPM-like models are in a sufficient state of development to be tested directly against market data.