An Assessment of Change in Risk Perception and Optimistic Bias for Hurricanes Among Gulf Coast Residents

This study focuses on levels of concern for hurricanes among individuals living along the Gulf Coast during the quiescent two‐year period following the exceptionally destructive 2005 hurricane season. A small study of risk perception and optimistic bias was conducted immediately following Hurricanes Katrina and Rita. Two years later, a follow‐up was done in which respondents were recontacted. This provided an opportunity to examine changes, and potential causal ordering, in risk perception and optimistic bias. The analysis uses 201 panel respondents who were matched across the two mail surveys. Measures included hurricane risk perception, optimistic bias for hurricane evacuation, past hurricane experience, and a small set of demographic variables (age, sex, income, and education). Paired t‐tests were used to compare scores across time. Hurricane risk perception declined and optimistic bias increased. Cross‐lagged correlations were used to test the potential causal ordering between risk perception and optimistic bias, with a weak effect suggesting the former affects the latter. Additional cross‐lagged analysis using structural equation modeling was used to look more closely at the components of optimistic bias (risk to self vs. risk to others). A significant and stronger potentially causal effect from risk perception to optimistic bias was found. Analysis of the experience and demographic variables’ effects on risk perception and optimistic bias, and their change, provided mixed results. The lessening of risk perception and increase in optimistic bias over the period of quiescence suggest that risk communicators and emergency managers should direct attention toward reversing these trends to increase disaster preparedness.     

Flood Risk Perceptions and Insurance Choice: Do Decisions in the Floodplain Reflect Overoptimism?

In the presence of rare disasters, risk perceptions may not always align with actual risks. These perceptions can nevertheless influence an individual's willingness to mitigate risks through activities such as purchasing flood insurance. In a survey of Maryland floodplain residents, we find that stated risk perceptions predict voluntary flood insurance take‐up, while perceptions themselves varied widely among surveyed residents, owing in large part to differences in past flood experience. We use a formal test for overoptimism in risk perceptions and find that, on aggregate, floodplain residents are overly optimistic about flood risks.     

The Effect of Proximity to Hurricanes Katrina and Rita on Subsequent Hurricane Outlook and Optimistic Bias

This study evaluated how individuals living on the Gulf Coast perceived hurricane risk after Hurricanes Katrina and Rita. It was hypothesized that hurricane outlook and optimistic bias for hurricane risk would be associated positively with distance from the Katrina‐Rita landfall (more optimism at greater distance), controlling for historically based hurricane risk and county population density, demographics, individual hurricane experience, and dispositional optimism. Data were collected in January 2006 through a mail survey sent to 1,375 households in 41 counties on the coast (n = 824, 60% response). The analysis used hierarchal regression to test hypotheses. Hurricane history and population density had no effect on outlook; individuals who were male, older, and with higher household incomes were associated with lower risk perception; individual hurricane experience and personal impacts from Katrina and Rita predicted greater risk perception; greater dispositional optimism predicted more optimistic outlook; distance had a small effect but predicted less optimistic outlook at greater distance (model R²= 0.21). The model for optimistic bias had fewer effects: age and community tenure were significant; dispositional optimism had a positive effect on optimistic bias; distance variables were not significant (model R²= 0.05). The study shows that an existing measure of hurricane outlook has utility, hurricane outlook appears to be a unique concept from hurricane optimistic bias, and proximity has at most small effects. Future extension of this research will include improved conceptualization and measurement of hurricane risk perception and will bring to focus several concepts involving risk communication.     

Lay Understanding of Synergistic Risk: The Case of Radon and Cigarette Smoking

The combination of radon and smoking produces a synergistic risk of lung cancer. Lay understanding of this risk was examined from the perspectives of mental models theory, the psychometric approach to risk perception, and optimistic bias. As assessed by interview, participants ( N = 50) had more extensive mental models for the risks of smoking than for the risks of radon or the combination of radon and smoking; 32% knew little or nothing about radon. Despite reading an informational brochure, their risk-perception ratings of the three hazards showed no perception of the synergy between smoking and radon risk, although the combined hazard was rated as less familiar but more controllable than the average of the single hazards ( p < .01). No evidence of optimistic bias for the health consequences of radon, or the combination of radon and smoking was observed. Participants appeared to be combining the single-hazard risks subadditively to arrive at their combined-hazard risk perceptions. Further research on the integration of perceived risks would be beneficial for designing optimal communications about synergistic risk.     

Changes in Risk Perceptions Prospectively Predict Changes in Self‐Reported Speeding

Risk perception theories posit that changes in risk perception prompt subsequent changes in risk behavior. Prospective studies using observations made at three time‐points offer the capacity to test this hypothesis by observing sequential changes in both risk perceptions and behavior. A telephone survey was administered by random‐digit dialing to 255 adult Australian drivers at baseline (T1), 6 weeks (T2), and 14 weeks (T3). During weeks 2–5, a risk‐perception‐based anti‐speeding mass media campaign was conducted. The survey assessed risk perception, operationalized as the proportion of time that driving at 70 km/h (43 mph) was perceived to be dangerous, and self‐reported speeding behavior, defined as the frequency of respondents driving 5 km (3 mph) faster than the legal speed limit in built up areas. Higher T2 risk perception predicted lower T3 self‐reports of speeding after controlling T1 risk perception and T1 and T2 self‐reported speeding. This can be interpreted as changes in risk perceptions between T1 and T2 predicting changes in speeding between T2 and T3. Further analyses showed that increases in risk perception predicted lower subsequent self‐reported speeding changes, but decreases in risk perception were unrelated to those changes. Risk perception changes were unrelated to recall of exposure to the media campaign. These findings support a dynamic view of the relationship between risk perception and self‐reported behavior, and that risk perception theories can be applied to speeding.     

Understanding Public Perceptions of Benefits and Risks of Childhood Vaccinations in the United States

In the face of a growing public health concern accompanying the reemerging threat of preventable diseases, this research seeks mainly to explain variations in the perceived benefits and risks of vaccinations among the general public in the United States. As Mary Douglas and Aaron Wildavsky's grid‐group cultural theory of risk perception claims, the analytical results based upon original data from a nationwide Internet survey of 1,213 American adults conducted in 2010 suggest that individuals’ cultural predispositions contribute to the formation of their perceptions pertaining to vaccine benefits and risks at both societal and individual levels, in conjunction with other factors suggested by previous risk perception literature, such as perceived prevalence of diseases, trust, knowledge level, and demographic characteristics. Those with a strong hierarch orientation tend to envision greater benefits and lesser risks and conceive of a relatively high ratio of benefit to risk when compared to other cultural types. By contrast, those with a strong fatalist tendency are inclined to emphasize risks and downplay benefits while conceiving of a low vaccination benefit‐risk ratio. Situated between hierarchs and fatalists, strong egalitarians are prone to perceive greater benefits, smaller risks, and a more positive benefit‐risk ratio than strong individualists.     

Context,Cultural Bias,and Health Risk Perception: The “Everyday” Nature of Pesticide Policy Preferences in London,Calgary, and Halifax

Risk perception and the cultural theory of risk have often been contrasted in relation to risk‐related policy making; however, the local context in which risks are experienced, an important component of everyday decision making, remains understudied. What is unclear is the extent to which localized community beliefs and behaviors depend on larger belief systems about risk (i.e., worldviews). This article reports on a study designed to understand the relative importance of health risk perceptions (threat of harm); risk‐related worldviews (cultural biases); and the experiences of local context (situated risk) for predicting risk‐related policy preferences regarding cosmetic pesticides. Responses to a random telephone questionnaire are used to compare residents’ risk perceptions, cultural biases, and pesticide bylaw preferences in Calgary (Alberta), Halifax (Nova Scotia), and London (Ontario), Canada. Logistic regression shows that the most important determinants of pesticide bylaw preference are risk perception, lack of benefit, and pesticide “abstinence.” Though perception of health risk is the best single predictor of differences in bylaw preferences, social factors such as gender and situated risk factors like conflict over chemical pesticides, are also important. Though cultural biases are not important predictors of pesticide bylaw preference, as in other studies, they are significant predictors of health risk perception. Pesticide bylaw preference is therefore more than just a health risk perception or worldview issue; it is also about how health risk becomes situated—contextually—in the experiences of residents’ everyday lives.     

Risk Perception and Risk Talk: The Case of the Fukushima Daiichi Nuclear Radiation Risk

Individuals’ perceptions and their interpersonal communication about a risk event, or risk talk, can play a significant role in the formation of societal responses to the risk event. As they formulate their risk opinions and speak to others, risk information can circulate through their social networks and contribute to the construction of their risk information environment. In the present study, Japanese citizens’ risk perception and risk talk were examined in the context of the Fukushima Daiichi nuclear radiation risk. We hypothesized and found that the risk information environment and risk literacy (i.e., competencies to understand and use risk information) interact to influence their risk perception and risk talk. In particular, risk literacy tends to stabilize people's risk perceptions and their risk communications. Nevertheless, there were some subtle differences between risk perception and communication, suggesting the importance of further examination of interpersonal risk communication and its role in the societal responses to risk events.     

Perception and Communication of Flood Risks: A Systematic Review of Empirical Research

Flood hazards are the most common and destructive of all natural disasters. For decades, experts have been examining how flood losses can be mitigated. Just as in other risk domains, the study of risk perception and risk communication has gained increasing interest in flood risk management. Because of this research growth, a review of the state of the art in this domain is believed necessary. The review comprises 57 empirically based peer‐reviewed articles on flood risk perception and communication from the Web of Science and Scopus databases. The characteristics of these articles are listed in a comprehensive table, presenting research design, research variables, and key findings. From this review, it follows that the majority of studies are of exploratory nature and have not applied any of the theoretical frameworks that are available in social science research. Consequently, a methodological standardization in measuring and analyzing people's flood risk perceptions and their adaptive behaviors is hardly present. This heterogeneity leads to difficulties in comparing results among studies. It is also shown that theoretical and empirical studies on flood risk communication are nearly nonexistent. The article concludes with a summary on methodological issues in the fields of flood‐risk perception and flood‐risk communication and proposes an agenda for future research.     

Social Contagion of Risk Perceptions in Environmental Management Networks

An important requisite for improving risk communication practice related to contentious environmental issues is having a better theoretical understanding of how risk perceptions function in real‐world social systems. Our study applied Scherer and Cho's social network contagion theory of risk perception (SNCTRP) to cormorant management (a contentious environmental management issue) in the Great Lakes Basin to: (1) assess contagion effects on cormorant‐related risk perceptions and individual factors believed to influence those perceptions and (2) explore the extent of social contagion in a full network (consisting of interactions between and among experts and laypeople) and three “isolated” models separating different types of interactions from the full network (i.e., expert‐to‐expert, layperson‐to‐layperson, and expert‐to‐layperson). We conducted interviews and administered questionnaires with experts (e.g., natural resource professionals) and laypeople (e.g., recreational and commercial anglers, business owners, bird enthusiasts) engaged in cormorant management in northern Lake Huron (n = 115). Our findings generally support the SNCTRP; however, the scope and scale of social contagion varied considerably based on the variables (e.g., individual risk perception factors), actors (i.e., experts or laypeople), and interactions of interest. Contagion effects were identified more frequently, and were stronger, in the models containing interactions between experts and laypeople than in those models containing only interactions among experts or laypeople.     

Who Reaps the Benefits,Who Bears the Risks? Comparative Optimism,Comparative Utility,and Regulatory Preferences for Mobile Phone Technology

Although the issue of risk target (e.g., self, others, children) is widely acknowledged in risk perception research, its importance appears underappreciated. To date, most research has been satisfied with demonstrating comparative optimism, i.e., lower perceived risk for the self than others, and exploring its moderators, such as perceived controllability and personal exposure. Much less research has investigated how the issue of target may affect benefit perceptions or key outcomes such as stated preferences for hazard regulation. The current research investigated these issues using data from a public survey of attitudes toward mobile phone technology (N= 1,320). First, results demonstrated comparative optimism for this hazard, and also found moderating effects of both controllability and personal exposure. Second, there was evidence of comparative utility, i.e., users believed that the benefits from mobile phone technology are greater for the self than others. Third, and most important for policy, preferences for handset regulation were best predicted by perceptions of the risks to others but perceived benefits for the self. Results suggest a closer awareness of target can improve prediction of stated preferences for hazard regulation and that it would be profitable for future research to pay more attention to the issue of target for both risk and benefit perceptions.     

A Quantitative Test of the Cultural Theory of Risk Perceptions: Comparison with the Psychometric Paradigm

This paper seeks to compare two frameworks which have been proposed to explain risk perceptions, namely, cultural theory and the psychometric paradigm. A structured questionnaire which incorporated elements from both approaches was administered to 129 residents of Norwich, England. The qualitative risk characteristics generated by the psychometric paradigm explained a far greater proportion of the variance in risk perceptions than cultural biases, though it should be borne in mind that the qualitative characteristics refer directly to risks whereas cultural biases are much more distant variables. Correlations between cultural biases and risk perceptions were very low, but the key point was that each cultural bias was associated with concern about distinct types of risks and that the pattern of responses was compatible with that predicted by cultural theory. The cultural approach also provided indicators for underlying beliefs regarding trust and the environment; beliefs which were consistent within each world view but divergent between them. An important drawback, however, was that the psychometric questionnaire could only allocate 32% of the respondents unequivocally to one of the four cultural types. The rest of the sample expressed several cultural biases simultaneously, or none at all. Cultural biases are therefore probably best interpreted as four extreme world views, and a mixture of qualitative and quantitative research methodologies would generate better insights into who might defend these views in what circumstances, whether there are only four mutually exclusive world views or not, and how these views are related to patterns of social solidarity, and judgments on institutional trust.     

Risk Perception and Disaster Preparedness in Immigrants and Canadian‐Born Adults: Analysis of a National Survey on Similarities and Differences

Research has documented that immigrants tend to experience more negative consequences from natural disasters compared to native‐born individuals, although research on how immigrants perceive and respond to natural disaster risks is sparse. We investigated how risk perception and disaster preparedness for natural disasters in immigrants compared to Canadian‐born individuals as justifications for culturally‐adapted risk communication and management. To this end, we analyzed the ratings on natural disaster risk perception beliefs and preparedness behaviors from a nationally representative survey (N = 1,089). Factor analyses revealed three underlying psychological dimensions of risk perception: external responsibility for disaster management, self‐preparedness responsibility, and illusiveness of preparedness. Although immigrants and Canadian‐born individuals shared the three‐factor structure, there were differences in the salience of five risk perception beliefs. Despite these differences, immigrants and Canadian‐born individuals were similar in the level of risk perception dimensions and disaster preparedness. Regression analyses revealed self‐preparedness responsibility and external responsibility for disaster management positively predicted disaster preparedness whereas illusiveness of preparedness negatively predicted disaster preparedness in both groups. Our results showed that immigrants’ risk perception and disaster preparedness were comparable to their Canadian‐born counterparts. That is, immigrant status did not necessarily yield differences in risk perception and disaster preparedness. These social groups may benefit from a risk communication and management strategy that addresses these risk perception dimensions to increase disaster preparedness. Given the diversity of the immigrant population, the model remains to be tested by further population segmentation.     

A Framework for Understanding Risk Perception,Explored from the Perspective of the Water Practitioner

Sustainable urban water systems are likely to be hybrids of centralized and decentralized infrastructure, managed as an integrated system in water‐sensitive cities. The technology for many of these systems is available. However, social and institutional barriers, which can be understood as deeply embedded risk perceptions, have impeded their implementation. Risk perceptions within the water sector are often unrecognized or unacknowledged, despite their role in risk management generally in informing value judgments and specifically in ranking risks to achieve management objectives. There has been very little examination of the role of these risk perceptions in advancing more sustainable water supply management through the adoption of alternative sources. To address this gap, this article presents a framework that can be used as a tool for understanding risk perceptions. The framework is built on the relational theory of risk and presents the range of human phenomena that might influence the perception of an “object at risk” in relation to a “risk object.” It has been synthesized from a critical review of theoretical, conceptual, and empirical studies of perception broadly and risk perception specifically, and interpreted in relation to water practitioners. For a water practitioner, the risk object might be an alternative water system, a component, a process, or a technology, and the object at risk could be public or environmental health, profitability, or professional reputation. This framework has two important functions: to allow practitioners to understand their own and others’ risk perceptions, which might differ, and to inform further empirical research.     

Are Received Risk Perception Models Alive and Well?

Two recent papers on risk perception models are discussed. In these papers, quantitative analyses are presented of risk perception in relation to risk characteristics as specified in the Psychometric Model, and to cultural biases according to Cultural Theory. This comment points out that the data quality of these two studies is doubtful, with a very small convenience sample and a very low response rate. More importantly, the analyses show the same low levels of explained variance of risk perception as other researchers have found previously, but the authors still draw optimistic conclusions from their data. Such conclusions are unjustified.     

The Protective Action Decision Model: Theoretical Modifications and Additional Evidence

The Protective Action Decision Model (PADM) is a multistage model that is based on findings from research on people's responses to environmental hazards and disasters. The PADM integrates the processing of information derived from social and environmental cues with messages that social sources transmit through communication channels to those at risk. The PADM identifies three critical predecision processes (reception, attention, and comprehension of warnings or exposure, attention, and interpretation of environmental/social cues)—that precede all further processing. The revised model identifies three core perceptions—threat perceptions, protective action perceptions, and stakeholder perceptions—that form the basis for decisions about how to respond to an imminent or long‐term threat. The outcome of the protective action decision‐making process, together with situational facilitators and impediments, produces a behavioral response. In addition to describing the revised model and the research on which it is based, this article describes three applications (development of risk communication programs, evacuation modeling, and adoption of long‐term hazard adjustments) and identifies some of the research needed to address unresolved issues.     

Differences in Perception of Risk Between People Who Have and Have Not Experienced Salmonella Food Poisoning

It is believed that food hygiene precautions in domestic kitchens are an important strategy in efforts to reduce the incidence of sporadic food poisoning, but recent research has shown that people who have suffered food poisoning handle the same types of foods and adopt similar food hygiene precautions in their kitchens to the rest of the population. This suggests the need to examine other factors. A case-control study of sporadic Salmonella food poisoning was conducted to investigate several domestic kitchen risk factors. Measures of perception of risk, knowledge, and control associated with food poisoning in case and control respondents are reported here. It was found that perceived personal risk from food poisoning in the home was less than perceived risk to other people. In contrast, ratings of personal knowledge about food poisoning and personal control over food poisoning in the home were seen to be greater than other people's knowledge and control. There were no differences between the cases and the controls in their ratings of knowledge about food poisoning or their control over food poisoning. However, cases perceived their personal risk from food poisoning to be higher than controls. Both case and control samples exhibited optimistic bias but this was reduced in the case sample, suggesting that experience with food poisoning may reduce optimistic bias.     

Determinants and Mapping of Collective Perceptions of Technological Risk: The Case of the Second Nuclear Power Plant in Taiwan

Nuclear power is a highly controversial and salient example of environmental risk. The siting or operating of a nuclear power plant often faces widespread public opposition. Although studies of public perceptions of nuclear power date back to 1970s, little research attempts to explain the spatial heterogeneity of risk attitude toward nuclear power among individuals or communities. This article intends to improve the knowledge about the major factors contributing to nuclear power plant risk perceptions by mapping the geographical patterns of local risk perception and examining the determinants in forming the nature and distribution of the perceived risk among potentially affected population. The analysis was conducted by a case study of the Second Nuclear Power Plant (SNPP) in Taiwan by using a novel methodology that incorporates a comprehensive risk perception (CRP) model into an ethnographic approach called risk perception mapping (RPM). First, we examined the determinants of local nuclear power risk perceptions through the CRP model and multivariate regression analysis. Second, the results were integrated with the RPM approach to map and explain the spatial pattern of risk perceptions. The findings demonstrate that the respondents regard the nuclear power plant as an extremely high‐risk facility, causing them to oppose the SNPP and reject the compensation payment to accept its continuing operation. Results also indicate that perceptions of nuclear power risk were mainly influenced by social trust, psychological and socioeconomic attributes, proximity, and the perceived effects of the SNPP on the quality of everyday life.     

Media Disaster Reporting Effects on Public Risk Perception and Response to Escalating Tornado Warnings: A Natural Experiment

Previous research has evaluated public risk perception and response to a natural hazards in various settings; however, most of these studies were conducted either with a single scenario or after a natural disaster struck. To better understand the dynamic relationships among affect, risk perception, and behavioral intentions related to natural disasters, the current study implements a simulation scenario with escalating weather intensity, and includes a natural experiment allowing comparison of public response before and after a severe tornado event with extensive coverage by the national media. The current study also manipulated the display of warning information, and investigated whether the warning system display format influences public response. Results indicate that (1) affect, risk perception, and behavioral intention escalated as weather conditions deteriorated, (2) responses at previous stages predicted responses at subsequent stages of storm progression, and (3) negative affect predicted risk perception. Moreover, risk perception and behavioral intention were heightened after exposure to the media coverage of an actual tornado disaster. However, the display format manipulation did not influence behavioral responses. The current study provides insight regarding public perception of predisaster warnings and the influence of exposure to media coverage of an actual disaster event.     

Environmental Hazards in the Chinese Public's Eyes

The People's Republic of China suffers each year from various environmental hazards. Although risk perception study has a 40-year history in Europe and North America, little is known about risk perception in China. Previous studies of risk perception have primarily focused on unnatural hazards, but China has experinced many natural environmental hazards. Therefore, the Chinese public's perceptions of environmental hazard risks must be considered in order to support the IDNDR program. The Chinese public's perceptions of environmental hazards are similar to those of Europeans and North Americans, but different characteristics are observed.