Risk Perception and the Value of Safety

This paper examines the relationship between perceived risk and willingness-to-pay (WTP) for increased safety from technological hazards in both conceptual and empirical terms. A conceptual model is developed in which a given household's WTP for risk reductions is a function of traditional socioeconomic variables (i.e., income and base level of risk) and perceived characteristics of the hazards (i.e., dread, knowledge, and exposure). Data to estimate the model are obtained through a combined contingent valuation and risk perception survey that considers 10 technological hazards, five of which are well-defined (e.g., death rates are known and the risks are relatively common) and five are less well-defined. Econometric results, using TOBIT estimation procedures, support the importance of both types of variables in explaining WTP across all 10 hazards. When the risks are split into two groups, the results show that WTP for well-defined hazards is most influenced by perceived personal exposure, while WTP for less well-defined risks is most influenced by levels of dread and severity.     

Social Amplification of Wildfire Risk: The Role of Social Interactions and Information Sources

Wildfire is a persistent and growing threat across much of the western United States. Understanding how people living in fire‐prone areas perceive this threat is essential to the design of effective risk management policies. Drawing on the social amplification of risk framework, we develop a conceptual model of wildfire risk perceptions that incorporates the social processes that likely shape how individuals in fire‐prone areas come to understand this risk, highlighting the role of information sources and social interactions. We classify information sources as expert or nonexpert, and group social interactions according to two dimensions: formal versus informal, and generic versus fire‐specific. Using survey data from two Colorado counties, we empirically examine how information sources and social interactions relate to the perceived probability and perceived consequences of a wildfire. Our results suggest that social amplification processes play a role in shaping how individuals in this area perceive wildfire risk. A key finding is that both “vertical” (i.e., expert information sources and formal social interactions) and “horizontal” (i.e., nonexpert information and informal interactions) interactions are associated with perceived risk of experiencing a wildfire. We also find evidence of perceived “risk interdependency”—that is, homeowners’ perceptions of risk are higher when vegetation on neighboring properties is perceived to be dense. Incorporating social amplification processes into community‐based wildfire education programs and evaluating these programs’ effectiveness constitutes an area for future inquiry.     

Examining the Relationship Between Affect and Implicit Associations: Implications for Risk Perception

It has been suggested that affect may play an important role in risk perception. Slovic et al. argued that people make use of the “affect heuristic” when assessing risks because it is easier and more efficient to rely on spontaneous affective reactions than to analyze all available information. In the present studies, a single category implicit association test (SC‐IAT) to measure associations evoked by different hazards was employed. In the first study, we tested the extent to which the SC‐IAT corresponds to the theoretical construct of affect in a risk framework. Specifically, we found that the SC‐IAT correlates with other explicit measures that claim to measure affect, as well as with a measure of trust, but not with a measure that captures a different construct (subjective knowledge). In the second study, we addressed the question of whether hazards that vary along the dread dimension of the psychometric paradigm also differ in the affect they evoke. The results of the SC‐IAT indicated that a high‐dread hazard (nuclear power) elicits negative associations. Moreover, the high‐dread hazard evoked more negative associations than a medium‐dread hazard (hydroelectric power). In contrast, a nondread hazard (home appliances) led to positive associations. The results of our study highlight the importance of affect in shaping attitudes and opinions toward risks. The results further suggest that implicit measures may provide valuable insight into people's risk perception above and beyond explicit measures.     

Risk Communication, Knowledge, and Attitudes: Explaining Reactions to a Technology Perceived as Risky

Several factors influence peoples'decisions about food irradiation, a technology perceived as risky. Responses to questions about three dimensions of acceptability of food irradiation provide the dependent variables. Risk message characteristics, respondent background characteristics, knowledge, and attitudes form the independent variables. Multiple regression is used to assess relative effects. Levels of acceptability of food irradiation varied somewhat as the focus of the question changed: negative reactions were more likely if the question mentioned serving it to family members than it it stressed self use. The only message manipulation that had a significant impact was information about irradiated food users (e.g., astronauts) and prestigious national and international organizations that endorse food irradiation.
Support for a normative/value type of decision-making is more substantial than for a rational/technical type of decision-making. Although knowledge of food irradiation correlates with support for the technology, trust factors are much more powerful predictors. The implications for effective risk communications are discussed.     

The Role of the Affect and Availability Heuristics in Risk Communication

Results of past research suggest that affect plays an important role in risk perception. Because affect may also increase the availability of risks, affect and availability are closely related concepts. Three studies tested the hypothesis that evoking negative affect (fear), either through past experience or through experimental manipulation, results in greater perceived risk. The present research focused on perception of flooding risk. Study 1 and Study 2 showed that participants who received risk information concerning a longer time period (e.g., 30 years) perceived more danger compared with participants who received risk information for one year. Study 2 showed that the interpretation of risk information was influenced by participants' own experiences with flooding. In Study 3, affect was experimentally manipulated. After looking at photographs depicting houses in a flooded region, participants perceived greater risk compared with participants in a control group. Taken together, the results of these three studies suggest that affect is important for successful risk communication. Results of the present research are in line with the affect heuristic proposed by Slovic and colleagues.     

Using a Familiar Risk Comparison Within a Risk Ladder to Improve Risk Understanding by Low Numerates: A Study of Visual Attention

Previous experimental research provides evidence that a familiar risk comparison within a risk ladder is understood by low‐ and high‐numerate individuals. It especially helps low numerates to better evaluate risk. In the present study, an eye tracker was used to capture individuals’ visual attention to a familiar risk comparison, such as the risk associated with smoking. Two parameters of information processing—efficiency and level—were derived from visual attention. A random sample of participants from the general population (N= 68) interpreted a given risk level with the help of the risk ladder. Numeracy was negatively correlated with overall visual attention on the risk ladder (r_s=?0.28, p= 0.01), indicating that the lower the numeracy, the more the time spent looking at the whole risk ladder. Numeracy was positively correlated with the efficiency of processing relevant frequency (r_s= 0.34, p < 0.001) and relevant textual information (r_s= 0.34, p < 0.001), but not with the efficiency of processing relevant comparative information and numerical information. There was a significant negative correlation between numeracy and the level of processing of relevant comparative risk information (r_s=?0.21, p < 0.01), indicating that low numerates processed the comparative risk information more deeply than the high numerates. There was no correlation between numeracy and perceived risk. These results add to previous experimental research, indicating that the smoking risk comparison was crucial for low numerates to evaluate and understand risk. Furthermore, the eye‐tracker method is promising for studying information processing and improving risk communication formats.     

Intended Message Versus Message Received in Hypothetical Physician Risk Communications: Exploring the Gap

We examined the risk perception that is derived from hypothetical physician risk communications. Subjects (n= 217) completed a questionnaire on the Web for $3. Subjects were presented with four hypothetical cancer risk scenarios that included a physician risk communication in one of three risk communication formats: verbal only, verbal plus numeric probability as a percent, and verbal plus numeric probability as a fraction. In each scenario, subjects were asked to imagine themselves as the patient described and to state their perceived personal susceptibility to the cancer (i.e., risk perception) on a 0 to 100 scale, as well as responses to other measures. Subjects' risk perceptions were highly variable, spanning nearly the entire probability scale for each scenario, and the degree of variation was only slightly less in the risk communication formats in which a numeric statement of risk was provided. Subjects were more likely to overestimate than underestimate their risk relative to the stated risk in the numeric versions, and overestimation was associated with the belief that the physician minimized the risk so they wouldn't worry, innumeracy, and worry, as well as decisions about testing for the cancer. These results demonstrate significant gaps between the intended message and the message received in physician risk communications. Implications for medical decisions, patient distress, and future research are discussed.     

Understanding Risk Information Seeking and Processing during an Infectious Disease Outbreak: The Case of Zika Virus

This study draws on the Planned Risk Information Seeking Model (PRISM) to assess Zika virus information seeking and systematic processing, paying particular attention to the relationship between perceived knowledge and knowledge insufficiency. Novel risks, such as Zika, provide an interesting context for examining whether information-seeking models, such as PRISM, are able to predict information seeking when available information is limited or scarce. A cross-sectional, online study of men and women of childbearing age (N = 494) residing in the state of Florida was conducted. Our results provide some support for the PRISM for predicting Zika information seeking intention, as well as systematic processing of information. We also found that individuals with high levels of perceived knowledge were more likely to report high level of knowledge insufficiency, illustrating that contextual factors may impact the fit of risk information seeking models.     

Risk Perception of Heavy Metal Soil Contamination and Attitudes toward Decontamination Strategies

Contaminated soils are a common environmental risk all over the world. One major source of risk is heavy metal soil contamination caused by industrial emissions. This quasiexperimental study investigated the perception of these risks by exposed and nonexposed people, their attitudes toward bioremediation methods using hyperaccumulating plants, and the influence of long-term aspects of sustainability on the acceptance of bioremediation methods. Major findings were that people living in a contaminated area perceived the risk of the heavy metal soil contamination as higher than the general risk of contamination. Second, a factor analysis showed that the factors dread, control, and catastrophic potential were relevant for the perception and valuation of low-dose environmental risks such as the contamination of the investigated area. In addition, a cluster analysis showed that the risk of heavy metal soil contamination was perceived as similar to that of oil contamination, ozone layer, preservatives and genetic technology. It was perceived indifferently with regard to dread. The uncontrollability of heavy metal soil contamination was estimated as medium, and its catastrophic potential as low. Third, exposed and nonexposed participants preferred bioremediation methods to classical methods (e.g., excavation and chemical treatment of the soil), because they perceived the environmental and esthetical performance of the bioremediation as important criteria. Sustainability or precautionary issues, such as the prevention of harm for future generations, were highly correlated with the acceptance of the use of bioremediation methods in people's residential areas.     

How Anxiety Leads to Suboptimal Decisions Under Risky Choice Situations

The current research proposes that situationally activated anxiety—whether incidental or integral—impairs decision making. In particular, we theorize that anxiety drives decisionmakers to more heavily emphasize subjective anecdotal information in their decision making, at the expense of more factual statistical information—a deleterious heuristic called the anecdotal bias. Four studies provide consistent support for this assertion. Studies 1A and 1B feature field experiments that demonstrate the role of incidental anxiety in enhancing the anecdotal bias in a choice context. Study 2 builds on these findings, manipulating individuals’ incidental anxiety and showing how this affects the anecdotal bias in the context of message evaluations. Study 2 also provides direct evidence that only high‐arousal negative emotions such as anxiety/worry enhance the anecdotal bias, not just any negative emotion (e.g., sadness). While the first three studies examine how incidental anxiety impacts choice, the last study demonstrates the effect of integral anxiety on decision making, manipulating anxiety by intensifying participants’ perceived risk. Our results show that—consistent with findings from our first three studies—the anecdotal bias is enhanced when anxiety is heightened by individuals’ perception of risk.     

Social Amplification of Risk in the Internet Environment

This article analyzes the dynamic process of risk amplification in the Internet environment with special emphasis on public concern for environmental risks from a high‐speed railway tunnel construction project in South Korea. Environmental organizations and activists serving as social stations collected information about the project and its ecological impact, and communicated this with the general public, social groups, and institutions. The Internet provides social stations and the public with an efficient means for interactive communication and an open space for active information sharing and public participation. For example, while the website of an organization such as an environmental activist group can initially trigger local interest, the Internet allows this information to be disseminated to a much wider audience in a manner unavailable to the traditional media. Interaction among social stations demonstrates an amplifying process of public attention to the risk. Analyses of the volume of readers’ comments to online newspaper articles and public opinions posted on message board of public and nonprofit organizations show the ripple effects of the amplification process as measured along temporal, geographical, and sectoral dimensions. Public attention is also influenced by the symbolic connotations of risk information. Interpretations of risk in religious, political, or legal terms intensify public concern for the environmental risk.     

Assessing the Effects of Information About Global Population Growth on Risk Perceptions and Support for Mitigation and Prevention Strategies

The human population is forecast to increase by 3–4 billion people during this century and many scientists have expressed concerns that this could increase the likelihood of certain adverse events (e.g., climate change and resource shortages). Recent research shows that these concerns are mirrored in public risk perceptions and that these perceptions correlate with a willingness to adopt mitigation behaviors (e.g., reduce resource consumption) and preventative actions (e.g., support actions to limit growth). However, little research has assessed the factors that influence risk perceptions of global population growth (GPG). To contribute to this important goal, this article presents three studies that examined how risk perceptions of GPG might be influenced by textual‐visual representations (like those in media and Internet articles) of the potential effects of GPG. Study 1 found that a textual narrative that highlighted the potential negative (cf. positive) consequences of GPG led to higher perceived risk and greater willingness to adopt mitigation behaviors, but not to support preventative actions. Notably, the influence of the narratives on perceived risk was largely moderated by the participant's prior knowledge and perceptions of GPG. Contrary to expectations, studies 2 and 3 revealed, respectively, that photographs depicting GPG‐related imagery and graphs depicting GPG rates had no significant effect on the perceived risk of GPG or the willingness to embrace mitigation or preventative actions. However, study 3 found that individuals with higher “graph literacy” perceived GPG as a higher risk and were more willing to adopt mitigation behaviors and support preventative actions.     

The Dynamics of Risk Perception: How Does Perceived Risk Respond to Risk Events?

This paper examines the relationship between perceived risk and experience. This research addresses the processes by which people learn about risk and choose among real life prospects with associated uncertainties, risks and benefits. By comparing the impact of acute risk events with that of chronic risk events on public perception of risk during and after the events, this research focuses on the learning processes that characterize what kinds of risk events alter the perception of risk. Comparing materialized hazards at existing facilities with the risks associated with potential facilities, this research addresses risk choices among real life prospects. This study uses a classic pre-post quasi-experimental design. Surveys conducted in the Spring of 1992 on perceived and acceptable risk in Odessa and La Porte, Texas were conducted prior to risk events. Respondents from that survey were re-interviewed in the Spring of 1993 after the risk events to form a panel design. This paper analyzes the affect of risk events on perceived risk and the implications of these experiences for public policy concerning technological risk. The empirical results suggest that the social processes that construct and maintain risk in the public eye are at least as important as, if not more important than, the physical and psychological dimensions of risk.     

Risk Perception and Technological Development at a Societal Level

This article tests the hypothesis that the exposure to the threat to societies posed by the introduction of new technologies is associated with a normalization of risk perception. Data collected in 2000 by the International Social Survey Programme (ISSP) on environmental issues were used to explore this hypothesis. Representative samples from 25 countries were employed to assess the national levels of perceived threat to the environment associated with a series of technologies and activities. These values were correlated with economic indicators (mainly from the World Bank) of the diffusion of each of the technologies or activities in each country. Results indicate a negative association of risk perception with the level of technological prevalence (societal normalization effect) and a positive association with the rate of growth of the technology (societal sensitivity effect). These results indicate that the most acute levels of perceived environmental risk are found in those countries where the level of technological prevalence is low but where there has recently been substantial technological development. Environmental awareness is a mediator of the relationship between risk perception and the indices of technological diffusion. This result means that: (1) societal normalization of risk is not a direct consequence of prevalence of the technology, but is driven by awareness of technological development and that (2) societal sensitivity to risk is associated with lower levels of environmental awareness.     

基于知识元的突发事件风险分析

科学地分析突发事件的风险,有利于应急管理部门正确制定应对方案,降低事件损失。突发事件风险分析中受到多因素高维数据和小样本数据信息不完备的约束,无法全面识别突发事件的风险。本文从突发事件系统观点出发,以知识元模型、投影寻踪方法和信息扩散理论为基础,提出了基于知识元的突发事件风险分析方法。该方法采用知识元模型描述了突发事件已认知的共性本体特征,通过探寻事件风险等级标准数据的最佳投影方向降低了输入元素观测数据的维数,将输入元素观测样本所包含的风险信息扩散到输出属性的风险指标论域的控制点上,从而确定了突发事件发生的风险概率。实例分析中,根据国家《地表水环境质量标准（GB3838-2002）》划分水污染风险等级,利用某湖泊8个监测点实时检测数据,分析该湖泊突发水污染事件的风险性。研究结果表明基于知识元的突发事件风险分析方法能够根据研究区域突发事件风险等级标准和观测点的样本数据,动态定量的分析和评估突发事件潜在风险,为突发事件的应急管理提供科学依据。本文提出的突发事件风险方法对于已经建立实时监测系统的危险区域分析突发事件的风险性具有一定的借鉴意义。     

Product Quality Risk Perceptions and Decisions: Contaminated Pet Food and Lead‐Painted Toys

In the context of the recent recalls of contaminated pet food and lead‐painted toys in the United States, we examine patterns of risk perceptions and decisions when facing consumer product‐caused quality risks. Two approaches were used to explore risk perceptions of the product recalls. In the first approach, we elicited judged probabilities and found that people appear to have greatly overestimated the actual risks for both product scenarios. In the second approach, we applied the psychometric paradigm to examine risk perception dimensions concerning these two specific products through factor analysis. There was a similar risk perception pattern for both products: they are seen as unknown risks and are relatively not dread risks. This pattern was also similar to what prior research found for lead paint. Further, we studied people's potential actions to deal with the recalls of these two products. Several factors were found to be significant predictors of respondents’ cautious actions for both product scenarios. Policy considerations regarding product quality risks are discussed. For example, risk communicators could reframe information messages to prompt people to consider total risks packed together from different causes, even when the risk message has been initiated due to a specific recall event.     

Too Scared or Too Capable? Why Do College Students Stay Away from the H1N1 Vaccine?

Although college students were among the populations that had the highest frequency of infection for H1N1 influenza, only 8% of them received H1N1 vaccine this past flu season nationwide. During the peak of this pandemic, information about H1N1 vaccine was widely available. However, knowledge test and behavioral data indicated that most college students were not equipped with basic facts about H1N1 and the H1N1 vaccine. To investigate socio‐psychological factors that might have deterred this high‐risk population from learning about and getting the H1N1 vaccine, this study tested the utility of a risk information seeking model in addressing this health communication problem. Data collected from an online survey of 371 college students showed that respondents seemed to overestimate how much they knew about the vaccine. Risk information seeking, however, positively influenced their intentions to get the vaccine. Results suggested that to communicate effectively to this population, it is important to emphasize the difference between perceived knowledge and actual knowledge, monitor emotional responses to potential risks, and promote getting flu vaccination as a socially desirable behavior.     

Precision of Information,Sensational Information,and Self‐Efficacy Information as Message‐Level Variables Affecting Risk Perceptions

Studies that investigate how the mass media cover risk issues often assume that certain characteristics of content are related to specific risk perceptions and behavioral intentions. However, these relationships have seldom been empirically assessed. This study tests the influence of three message‐level media variables—risk precision information, sensational information, and self‐efficacy information—on perceptions of risk, individual worry, and behavioral intentions toward a pervasive health risk. Results suggest that more precise risk information leads to increased risk perceptions and that the effect of sensational information is moderated by risk precision information. Greater self‐efficacy information is associated with greater intention to change behavior, but none of the variables influence individual worry. The results provide a quantitative understanding of how specific characteristics of informational media content can influence individuals’ responses to health threats of a global and uncertain nature.     

Risk Perception,Experience, and Objective Risk: A Cross‐National Study with European Emergency Survivors

Understanding public risk perceptions and their underlying processes is important in order to learn more about the way people interpret and respond to hazardous emergency events. Direct experience with an involuntary hazard has been found to heighten the perceived risk of experiencing the same hazard and its consequences in the future, but it remains unclear if cross‐over effects are possible (i.e., experience with one hazard influencing perceived risk for other hazards also). Furthermore, the impact of objective risk and country of residence on perceived risk is not well understood. As part of the BeSeCu (Behavior, Security, and Culture) Project, a sample of 1,045 survivors of emergencies from seven European countries (i.e., Germany, the Czech Republic, Poland, Sweden, Spain, Turkey, and Italy) was drawn. Results revealed heightened perceived risk for emergency events (i.e., domestic and public fires, earthquakes, floods, and terrorist attacks) when the event had been experienced previously plus some evidence of cross‐over effects, although these effects were not so strong. The largest country differences in perceived risk were observed for earthquakes, but this effect was significantly reduced by taking into account the objective earthquake risk. For fires, floods, terrorist attacks, and traffic accidents, only small country differences in perceived risk were found. Further studies including a larger number of countries are welcomed.     

Dimensions of Risk Perception for Financial and Health Risks

This study of 29 MBA students compares two models of risk perception for both financial and health risk stimuli. The first, inspired by Luce and Weber's Conjoint Expected Risk (CER) model, uses five dimensions: probability of gain, loss and status quo, and expected benefit and harm. The second, inspired by the Sovic et al. psychometric model, employs seven dimensions: voluntariness, dread, control, knowledge, catastrophic potential, novelty, and equity. The CER-type model provided a better fit for most subjects and stimuli. Adding the psychological risk dimensions from the Slovic et al. model explained only modestly more variance. Relationships between the dimensions of the two models are described and the construction of a hybrid model explored.