From my experience, it depends on the circumstances and there are a few questions that I ask myself when I'm in the bubble. Firstly, how long do I think the bubble will last (I check number of players, low stacks and other potential factors)? Secondly, will my stack be enough to pay the blinds and get me past the bubble? Thirdly, what players do I have around me? And lastly could I steal some blinds with my stack? Then I make decisions on how to proceed. The aim is to reach itm by any means necessary.
Of course, I've run out of chips in the bubble and of course, I have risked my stack and lost in the bubble. Also as a big stack I played the usual aggressive. So, with time I adjusted. But I don't think there is an "always this or that". Poker functions better with words like "sometimes", "most of the time", "frequently", "rarely".