Risk attitude is a significant element in decision them and in particular, in insurance. Based on a them-driven experiment, this paper examines at a within-subject level whether risk attitudes elicited using the standard Holt and Laufy's (HL) procedure [2002] correlate with those inferred from insurance decisions. Our findings highlight the high consistency of risk attitudes assessed using HL and hedging procedures: for more than two-thirds of the rational subjects, both measures lead to the same risk-attitude assignment. Moreover, risk aversion intensity measured with HL provides a fair estimate of the extent of demand for coverage.