This thesis is comprised of three essays. In the first and second essays, I examine the welfare value of return predictors in financial markets when investors possess only limited historical data. The first essay focuses on the US Treasury bond market where time series variation in the expected return is forecastable by yield curve and macroeconomic variables. The second essay shifts attention to the US stock market where cross-sectional variation in the expected return is predictable by the underlying firms' characteristics. Using monthly US data, I estimate the utility benefit of various return predictors in either the bond or stock market through a structural approach of forecast evaluation. I consider both parametric and non-parametric ...