This paper offers a new perspective on urban innovation and enters the debate on the contribution of non-material growth-enhancing factors to the socio-economic performance of cities. Because of the often widespread availability of \u201chard\u201d production factors, most cities increasingly compete for attracting non-material production factors whose role, in light of the more widespread diffusion of physical production factors, may ultimately determine their long-run economic success. Against this background, our paper focuses on a relatively neglected non-material factor, viz. urban risk attitude. In fact, cities offer the competitive and challenging environment where individual characteristics of actors may enjoy their highest returns;...