In theory, only systematic risk matters for the required return of a stock. Why does non-systematic risk not matter?

EBK CONTEMPORARY FINANCIAL MANAGEMENT
14th Edition
ISBN:9781337514835
Author:MOYER
Publisher:MOYER
Chapter12: The Cost Of Capital
Section: Chapter Questions
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In theory, only systematic risk matters for the required return of a stock. Why does non-systematic risk not matter? 

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