Effects of Knowledge on Attitude Formation and Change Toward Genetically Modified Foods

In three waves, this study investigates the impact of risk and benefit knowledge on attitude formation toward genetically modified (GM) foods as well as the moderating effect of knowledge level on attitude change caused by receiving information. The data in Wave 1 (N = 561) demonstrate that both benefit and risk knowledge either directly contribute to attitude formation or indirectly affect attitudes through the mediating roles of benefit and risk perceptions. Overall, benefit and risk knowledge affect consumer attitudes positively and negatively, respectively. In Wave 2, 486 participants from Wave 1 were provided with information about GM foods, and their attitudes were assessed. Three weeks later, 433 of these participants again reported their attitudes. The results indicate that compared with the benefit and mixed information, risk information has a greater and longer lasting impact on attitude change, which results in lower acceptance of GM foods. Furthermore, risk information more strongly influences participants with a higher knowledge level. The moderating effect of knowledge on attitude change may result from these participants’ better understanding of and greater trust in the information. These findings highlight the important role of knowledge in attitude formation and attitude change toward GM foods as well as the necessity of considering the determinants of attitude formation in attitude change studies.     

The Media and Genetically Modified Foods: Evidence in Support of Social Amplification of Risk

Empirical examinations of the "social amplification of risk" framework are rare, partly because of the difficulties in predicting when conditions likely to result in amplification effects will occur. This means that it is difficult to examine changes in risk perception that are contemporaneous with increases and/or decreases in social or media discussion of the risks associated with a particular risk event. However, the collection of attitude data before, during, and after the increased reporting of the risks of genetically modified food in the United Kingdom (spring 1999) has demonstrated that people's risk perceptions do increase and decrease in line with what might be expected upon examination of the amplification and attenuation mechanisms integral to the framework. Perceptions of benefit, however, appeared to be permanently depressed by negative reporting about genetically modified food. Trust in regulatory institutions with responsibility for protecting the public was not affected. It was concluded that the social amplification of risk framework is a useful framework for beginning to explain the potential impact on risk perceptions of a risk event, particularly if that risk event is presented to the public as a new hazard occurring in a crisis context.     

Aviation Risk Perception: A Comparison Between Experts and Novices

This article describes an exploratory investigation of the risk perceptions of experts and novices in relation to helicopter operations, under conditions where the participants are matched on various characteristics previously found to affect perceptions, such as demographic, gender, and background factors. The study reports considerable evidence of perceptual differences between the two participant groups (i.e., expert pilots and candidate pilots). We find that the experts' perceptions of relative risks are more veridical, in terms of their higher correlation with the true relative frequencies. A significant positive correlation between the flight hours and the contextual risk-taking tendency is also shown, leading the experienced pilots' choices toward risky alternatives in scenarios--a potential result of their overconfidence based on superior task performance. Possible explanations are offered for the findings and potential avenues for future research are identified.     

Cross-Cultural Differences in Risk Perception: A Model-Based Approach

The present study assessed cross-cultural differences in the perception of financial risks. Students at large universities in Hong Kong, Taiwan, the Netherlands, and the U.S., as well as a group of Taiwanese security analysts rated the riskiness of a set of monetary lotteries. Risk judgments differed with nationality, but not with occupation (students vs. security analysts) and were modeled by the Conjoint Expected Risk (CER) model.⁽¹⁾ Consistent with cultural differences in country uncertainty avoidance,⁽²⁾ CER model parameters of respondents from the two Western countries differed from those of respondents from the two countries with Chinese cultural roots: The risk judgments of respondents from Hong Kong and Taiwan were more sensitive to the magnitude of potential losses and less mitigated by the probability of positive outcomes.     

Gender Differences in Risk Perception: Theoretical and Methodological Perspectives

A substantial body of risk research indicates that women and men differ in their perceptions of risk. This paper discusses how they differ and why. A review of a number of existing empirical studies of risk perception points at several problems, regarding what gender differences are found in such studies, and how these differences are accounted for. Firstly, quantitative approaches, which have so far dominated risk research, and qualitative approaches give different, sometimes even contradictory images of women's and men's perceptions of risk. Secondly, the gender differences that appear are often left unexplained, and even when explanations are suggested, these are seldom related to gender research and gender theory in any systematic way. This paper argues that a coherent, theoretically informed gender perspective on risk is needed to improve the understanding of women's and men's risk perceptions. An analysis of social theories of gender points out some relations and distinctions which should be considered in such a perspective. It is argued that gender structures, reflected in gendered ideology and gendered practice, give rise to systematic gender differences in the perception of risk. These gender differences may be of different kinds, and their investigation requires the use of qualitative as well as quantitative methods. In conclusion, the arguments about gender and risk perception are brought together in a theoretical model which might serve as a starting point for further research.     

Phthalate Exposure Through Food and Consumers' Risk Perception of Chemicals in Food

Phthalates have been detected in various types of retail foods. Consumers' exposure to phthalates is common. Consumers are concerned about chemicals in food. Our aim was to investigate the relationships between consumers' exposure to phthalates through food, consumers' interest in a natural and healthy diet, risk perception of food chemicals, and consumers' diet patterns. We collected data through a mail survey in the adult Swiss-German population ( N  = 1,200). We modeled exposure to di(2-ethylhexyl) phthalate (DEHP), dibutyl phthalate (DBP), benzyl butyl phthalate (BBP), and diethyl phthalate (DEP) based on a food frequency questionnaire and phthalate concentrations reported from food surveys. Using rating scales, we assessed risk perceptions of chemicals in food and interest in a natural and healthy diet. Higher risk perceptions and higher natural and healthy diet interest were associated with higher daily doses of DEHP, BBP, and DEP. No health risk from phthalates in food was identified for the vast majority of the population. Four consumers' diet clusters were discerned, with differences in phthalate exposure, risk perceptions, and interest in a natural and healthy diet. This study shows that even those consumers who express strong interest in natural food and low acceptance of food chemicals, and who try to make respective food choices, are exposed to contaminants such as phthalates.     

Risk Perception and Movies: A Study of Availability as a Factor in Risk Perception

Media effects on risk perception have often been explained by Tversky and Kahneman's availability principle, but research has not consistently supported it. What seem like media effects based on availability may be effects of new information. In an experimental study, entertainment movies depicting dramatic risk events were shown. They were found to produce no average effects on perceived risks in spite of large mood effects and being perceived as credible. We found, however, evidence of idiosyncratic effects of the movies, that is, people reacted immediately after the movies with enhanced  or  diminished risk beliefs. These reactions had faded after 10 days. Implications for the availability heuristic and risk perception are discussed.     

Stability and Inoculation of Risk Comparisons'' Effects Under Conflict: Replicating and Extending the "Asbestos Jury" Study by Slovic et al.

Promotion or criticism of risk comparisons in risk communication has far exceeded empirical tests of their effects. Slovic et al. (1990) experimented with a hypothetical jury trial in which an asbestos-installing firm was accused of subjecting school occupants to unreasonable risk. A risk comparison sharply reduced subjects' estimates of risk and judgments that the firm was guilty, but a critique of the risk comparison had risk estimates and guilt judgments rebounding to the original (without risk comparison) level. Slovic et al. concluded that risk comparisons' effects were highly unstable, at least in conflict-ridden situations such as a jury trial. The present study replicates and extends this important study, using the same stimuli and questions. The respective effects of the risk comparison and the critique recurred, although much less sharply than in Slovic et al. Moreover, judgments of guilt, risk, and other aspects of the case seemed shaped more by demographics and beliefs about risk generically (e.g., about the likelihood of cancer after exposure to a carcinogen) than by either risk comparison or critique. A variant design, in which the defense's expert witness dismissed potential criticisms of the risk comparison, appeared to "inoculate" people against shifting their views after seeing the critique. Overall, these results show that risk comparisons might change some beliefs about risks in conflict and that "inoculation" can reduce vulnerability to criticism. However, the results also show strong limits on effects of both comparisons and their critiques: they shifted only a minority of judgments and had small effects relative to people's social locations and prior risk beliefs.     

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.     

“Know What to Do If You Encounter a Flash Flood”: Mental Models Analysis for Improving Flash Flood Risk Communication and Public Decision Making

Understanding how people view flash flood risks can help improve risk communication, ultimately improving outcomes. This article analyzes data from 26 mental models interviews about flash floods with members of the public in Boulder, Colorado, to understand their perspectives on flash flood risks and mitigation. The analysis includes a comparison between public and professional perspectives by referencing a companion mental models study of Boulder‐area professionals. A mental models approach can help to diagnose what people already know about flash flood risks and responses, as well as any critical gaps in their knowledge that might be addressed through improved risk communication. A few public interviewees mentioned most of the key concepts discussed by professionals as important for flash flood warning decision making. However, most interviewees exhibited some incomplete understandings and misconceptions about aspects of flash flood development and exposure, effects, or mitigation that may lead to ineffective warning decisions when a flash flood threatens. These include important misunderstandings about the rapid evolution of flash floods, the speed of water in flash floods, the locations and times that pose the greatest flash flood risk in Boulder, the value of situational awareness and environmental cues, and the most appropriate responses when a flash flood threatens. The findings point to recommendations for ways to improve risk communication, over the long term and when an event threatens, to help people quickly recognize and understand threats, obtain needed information, and make informed decisions in complex, rapidly evolving extreme weather events such as flash floods.     

Contemporary Terrorism: Risk Perception in the London Options Market

Previous studies have a demonstrated a linkage between terrorist attacks and the operation of financial markets. This article focuses on terrorist events carried out over the last five years and examines how they have been perceived among participants on the London financial market. Data from the London options market suggest a high degree of sensitivity to these events. We argue that this sensitivity reveals a vulnerability in the financial markets should the recent trends in terrorist activity continue.     

Tornado Warning Perception and Response: Integrating the Roles of Visual Design,Demographics, and Hazard Experience

Recent advancements in severe weather detection and warning dissemination technologies have reduced, but not eliminated, large‐casualty tornado hazards in the United States. Research on warning cognition and behavioral response by the public has the potential to further reduce tornado‐related deaths and injuries; however, less research has been conducted in this area compared to tornado research in the physical sciences. Extant research in this vein tends to bifurcate. One branch of studies derives from classic risk perception, which investigates cognitive, affective, and sociocultural factors in relation to concern and preparation for uncertain risks. Another branch focuses on psychological, social, and cultural factors implicated in warning response for rapid onset hazards, with attention paid to previous experience and message design. Few studies link risk perceptions with cognition and response as elicited by specific examples of warnings. The present study unites risk perception, cognition, and response approaches by testing the contributions of hypothesized warning response drivers in one set of path models. Warning response is approximated by perceived fear and intended protective action as reported by survey respondents when exposed to hypothetical tornado warning scenarios. This study considers the roles of hazard knowledge acquisition, information‐seeking behaviors, previous experience, and sociodemographic factors while controlling for the effects of the visual warning graphic. Findings from the study indicate the primacy of a user's visual interpretation of a warning graphic in shaping tornado warning response. Results also suggest that information‐seeking habits, previous tornado experience, and local disaster culture play strong influencing roles in warning response.     

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.     

Public Perception of the Risks of Floods: Implications for Communication

Floods in the U.S. kill an average of 162 people each year and cause $3.4 billion in property damage. Flood control programs have been successful in lowering, but not eliminating, the risks to lives and property. Since the late 1960s, the federal government has emphasized flood insurance as a primary tool for improving location and flood-proofing decisions, as well as for reimbursing flood losses. Since only 12.7% of houses in flood plain areas are covered by flood insurance, the program has been ineffective. We interviewed people living in three communities that had recently been flooded. Most people had little knowledge of the cause of floods or what could be done to prevent damage. People who work and who are better educated know more and are more likely to have flood insurance. Current government publications about flood risks are not likely to be understood by those at risk. There is little effective communication about the nature and magnitude of the risks and what individuals can do to protect their lives and property and lower their financial risks. The risk management program should both emphasize communication and enforcement of the current law requiring people at risk who hold federally funded loans to be insured.     

Risk Perception in a Developing Country: The Case of Chile

In this work we characterize risk perception in Chile, based on the psychometric paradigm, exploring the difference between perceived social and personal risk. For this purpose, we conducted a survey including 54 hazards, 16 risk attributes, and 3 risk constructs. The survey, divided into four parts, was administered to 508 residents of Santiago, Chile. Using factor analysis, three main factors, which accounted for 80% of the sample's variance, were identified: factor 1, commonly called "Dread Risk" in the literature, explained 37% of variance; factor 2, "Unknown Risk," explained 28%; and factor 3, which we called "Personal Effect," explained 15% of the variance. On average, individuals perceived themselves as less exposed to risk and with more control and knowledge about them than the general population. OLS regression models were used to test the association of perceived risk with the three main factors. For social risk, factor 1 had the greatest explanatory power, while factor 2 had a negative sign. For personal risk, only factors 2 and 3 were significant, with factor 3 having the greatest explanatory power. Risk denial (defined as the difference between perceived personal and social risk) was associated with factors 1 and 2 only, with factor 2 having a negative sign. The difference between desired and actual regulation levels proved positive for all hazards, thus indicating that Chileans are dissatisfied with the current regulation level for all the hazards analyzed. The comparison of data at the aggregate and at the individual subject's level suggests that while the aggregate analysis overestimates the magnitude of the correlations it still reflects the tendency of the individual responses.     

The Risks of Using Nuclear Energy Sources in Space: Some Lay Activists'Perceptions

A combination of directive and nondirective techniques was used to study the mental models of 30 lay activists regarding the risks of nuclear energy sources in space. Respondents'perceptions were compared with an "expert model" of the processes generating and controlling these risks, in terms of both the substance of their beliefs and several statistical measures of their performance. These analyses revealed a complex pattern of strengths and weaknesses. Their details are used to derive recommendations for formulating messages about these risks.     

Cognitive and Emotional Representations of Terror Attacks: A Cross-Cultural Exploration

A questionnaire measuring cognitive and affective representations of terror risk was developed and tested in Turkey and Israel. Participants in the study were university students from the two countries (n= 351). Four equivalent factors explained terror risk cognitions in each sample: costs, vulnerability, trust, and control. A single negative emotionality factor explained the affective component of terror risk representations in both samples. All factors except control could be measured reliably. Results supported the validity of the questionnaire by showing expected associations between cognitions and emotions, as well as indicating gender differences and cultural variations. Current findings are discussed in relation to previous results, theoretical approaches, and practical implications.     

Perception of Risks From Electromagnetic Fields: A Psychometric Evaluation of a Risk-Communication Approach

Potential health risks from exposure to power-frequency electromagnetic fields (EMF) have become an issue of significant public concern. This study evaluates a brochure designed to communicate EMF health risks from a scientific perspective. The study utilized a pretest-posttest design in which respondents judged various sources of EMF (and other) health and safety risks, both before reading the brochure and after. Respondents assessed risks on dimensions similar to those utilized in previous studies of risk perception. In addition, detailed ratings were made that probed respondents' beliefs about the possible causal effects of EMF exposure. The findings suggest that naive beliefs about the potential of EMF exposure to cause harm were highly influenced by specific content elements of the brochure. The implications for using risk-communication approaches based on communicating scientific uncertainty are discussed.     

Improving Food Safety in the Domestic Environment: The Need for a Transdisciplinary Approach

Microbial food safety has been the focus of research across various disciplines within the risk analysis community. Natural scientists involved in food microbiology and related disciplines work on the identification of health hazards, and the detection of pathogenic microorganisms. To perform risk assessment, research activities are increasingly focused on the quantification of microbial contamination of food products at various stages in the food chain, and modeling the impact of this contamination on human health. Social scientists conduct research into how consumers perceive food risks, and how best to develop effective risk communication with consumers in order to improve public health through improved food handling practices. The two approaches converge at the end of the food chain, where the activities regarding food preparation and food consumption are considered. Both natural and social sciences may benefit from input and expertise from the perspective of the alternative discipline, although, to date, the integration of social and natural sciences has been somewhat limited. This article therefore explores the potential of a transdisciplinary approach to food risk analysis in terms of delivering additional improvements to public health. Developing knowledge arising from research in both the natural and social sciences, we present a novel framework involving the integration of the two approaches that might provide the most effective way to improve the consumer health associated with food-borne illness.