A certainty equivalent is a payoff which is risk free that someone will accept instead of gambling on a return which may be larger, but which comes with risk. The amount of the certainty equivalent varies from person to person. Someone who is risk averse may accept one which is smaller than the potential payoff involved with the gamble, while others may demand a higher certainty equivalent in order to consider it worth their while to abandon the riskier endeavor.
A common example of the certainty equivalent can be seen on game shows. Contestants on game shows are often offered a choice: they can take a sum of money and walk away, or they can proceed to the next phase of the show to compete for more money. The show calculates this sum carefully. Risk averse contestants may accept the payoff and leave, content to walk away with some money rather than none. Others may turn down the offer and proceed to the next phase and a chance to go home with more substantial winnings.
In the investment community, certainty equivalents can be important. A new company, for example, wants to attract investors who are willing to gamble on its shares for a chance at a big payoff. They have to consider risk-free alternatives which may be available when they are working to attract investors so that they can think about the certainty equivalent for individual investors. If the initial price for shares is set too high, investors will not be interested.
The higher payout may be an uncertain payoff, especially in the financial world. Likewise, some game shows are structured in a way which obscures the total potential of the payoff, with the sum varying. For example, contestants may spin a wheel to see how much money they win. This can affect the certainty equivalent for individuals because they may understandably be concerned about the unknown nature of the risk.
Certainty equivalents come up in the context of determining a risk premium for a given investment or other activity. The risk premium is determined by subtracting the risk-free payout from the expected return from the riskier investment. Creating a risk premium can make an investment or similar activity more appealing, because people are willing to take a chance on the higher payoff. This tactic is often used in environments like game shows to increase tension and create an incentive to continue.