Understanding Consumer Attitudes Toward Food Technologies in Canada

This article reports a study on consumer attitudes to 21 food and nonfood technologies in Canada. The study involves repertory grid interviews with 36 food consumers, the data from which are analyzed using generalized Procrustes analysis. Results highlight the role of perceived risk and perceived benefit in determining the acceptability of the technologies, with individual technologies lying along a continuum between the two. For technology as a whole and the 21 specific technologies, the perceived risk and perceived benefit constructs were the dominant determinants of consumer acceptability. While perceptions of perceived risk and perceived benefit differed between individual respondents, there were very limited consistent relations with a range of sociodemographic variables.     

Bridging the Gap between Social Acceptance and Ethical Acceptability

New technology brings great benefits, but it can also create new and significant risks. When evaluating those risks in policymaking, there is a tendency to focus on social acceptance. By solely focusing on social acceptance, we could, however, overlook important ethical aspects of technological risk, particularly when we evaluate technologies with transnational and intergenerational risks. I argue that good governance of risky technology requires analyzing both social acceptance and ethical acceptability. Conceptually, these two notions are mostly complementary. Social acceptance studies are not capable of sufficiently capturing all the morally relevant features of risky technologies; ethical analyses do not typically include stakeholders’ opinions, and they therefore lack the relevant empirical input for a thorough ethical evaluation. Only when carried out in conjunction are these two types of analysis relevant to national and international governance of risky technology. I discuss the Rawlsian wide reflective equilibrium as a method for marrying social acceptance and ethical acceptability. Although the rationale of my argument is broadly applicable, I will examine the case of multinational nuclear waste repositories in particular. This example will show how ethical issues may be overlooked if we focus only on social acceptance, and will provide a test case for demonstrating how the wide reflective equilibrium can help to bridge the proverbial acceptance‐acceptability gap.     

A Cross‐Cultural Study of Perceived Benefit Versus Risk as Mediators in the Trust‐Acceptance Relationship

Several recent studies have identified the significant role social trust in regulatory organizations plays in the public acceptance of various technologies and activities. In a cross‐cultural investigation, the current work explores empirically the relationship between social trust in management authorities and the degree of public acceptability of hazards for individuals residing in either developed or emerging Latin American economies using confirmatory rather than exploratory techniques. Undergraduates in Mexico, Brazil, and Chile and the United States and Spain assessed trust in regulatory authorities, public acceptance, personal knowledge, and the risks and benefits for 23 activities and technological hazards. Four findings were encountered. (i) In Latin American nations trust in regulatory entities was strongly and significantly (directly as well as indirectly) linked with the public's acceptance of any activity or technology. In developed countries trust and acceptability are essentially linked indirectly (through perceived risk and perceived benefit). (ii) Lack of knowledge strengthened the magnitude and statistical significance of the trust‐acceptability relationship in both developed and developing countries. (iii) For high levels of claimed knowledge, the impact on the trust‐acceptability relationship varied depending upon the origin of the sample. (iv) Confirmatory analysis revealed the relative importance of perceived benefit over perceived risk in meditating the trust‐acceptability causal chain.     

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.     

From Breeder Reactors to Butterflies: Risk, Culture, and Biotechnology

Social theories of risk suggest that a combination of scientific and cultural perspectives converge to influence risk perception. This article first surveys sociological perspectives suggesting that risks from modern technological development have become predominant concerns in the social consciousness. Particular attention is given to those theses describing how social elements work to create perception of risks in relation to new technologies. The themes that emerge from this survey are then related to contemporary debates concerning biotechnology. Specific attention is given to recent controversies regarding genetically modified crops, and parallels are drawn between debates over nuclear power and biotechnology. A procedural ethic for public discourse and decision making over the diffusion of genetically modified foods is offered. Ethical and social theories are linked with the hope that by recognizing the social dimensions of debates over new technologies a broader framework for conducting risk analysis may emerge.     

Interpersonal Amplification of Risk? Citizen Discussions and Their Impact on Perceptions of Risks and Benefits of a Biological Research Facility

Much risk communication research has demonstrated how mass media can influence individual risk perceptions, but lacks a comprehensive conceptual understanding of another key channel of communication: interpersonal discussion. Using the social amplification of risk as a theoretical framework, we consider the potential for discussions to function as amplification stations. We explore this possibility using data from a public opinion survey of residents living in potential locations for a new biological research facility in the United States. Controlling for a variety of key information variables, our results show that two dimensions of discussion—frequency and valence—have impacts on residents’ perceptions of the facility's benefits and its risks. We also explore the possibility that an individual's overall attitude moderates the effect of discussion on their perceptions of risks and benefits. Our results demonstrate the potential for discussions to operate as amplifiers or attenuators of perceptions of both risks and benefits.     

Influence of Risk Perception on Attitudes and Norms Regarding Electronic Cigarettes

The use of electronic cigarettes has grown substantially over the last few years. Currently, about 4% of adults use electronic cigarettes, about 16% of high school students report use in the past 30 days, as do approximately 11–25% of college students. A hallmark of the reduction in tobacco use has been the shift in social norms concerning smoking in public. Such norms may also drive views on acceptability of public electronic cigarette use. While normative factors have been given attention, little substantive application of the literature on risk perception has been brought to bear. The overall aim of this study was to place a cognitive–affective measure of risk perception within a model that also includes social cues for e‐cigarettes, addictiveness beliefs, and tobacco use to predict perceived social acceptability for public use of e‐cigarettes. To do so, a cross‐sectional study using an online survey was conducted among a sample of undergraduate students at a Western university (n = 395). A structural equation model showed that the acceptability of public e‐cigarette use was influenced by social cues, beliefs about addiction, and cognitive risk perception, even after controlling for nicotine use. What is revealed is that cognitive assessment of e‐cigarette risk and perception of addictiveness had a suppressing effect on perceived acceptability of public vaping, while greater exposure to social cues exerted a countervailing effect. This is evidence of the role that risk perception and social norms may play in the increases in electronic cigarette use that have been observed.     

Unconventional Gas Development in the USA: Exploring the Risk Perception Issues

Unconventional gas development (UGD) is growing rapidly in the United States. Drawing on insights from risk perception and risk governance theories and recent public opinion surveys, we find that UGD is an emerging technology that is likely to be perceived as risky, even though objective risk assessments suggest that risks are low and controllable through best risk management practices. Perceived risk varies significantly depending on the state and locality but perceptions of risk appear to be increasing as the technology is used more widely in the United States and as organized opponents of the technology intensify their efforts. Risk perceptions are attenuated somewhat because of the perceived benefits of UGD and compensation schemes for individuals and communities. The types of triggering events necessary for large‐scale social amplification and stigmatization have not yet occurred but awareness of UGD is growing and organized opposition has been sufficient to cause prohibitions of UGD in some U.S. states and localities. Additional directions for social science research on public reactions to UGD are recommended.     

Risk Perception and Social Acceptability of Technologies: The French Case

The authors present results of a February 1987 survey on judged frequency of mortality causes and risk perception of technologies in a representative sample of the French population. Although the French context is very different, and the impact of public controversies have been very limited on technological choices such as the nuclear energy program, strong similarities in risk perception of technologies are observed with results from U.S. surveys. Results, which could be worthwhile for other countries, suggest that risk perception is influenced by two different types of components. The first influence is the global feeling of "security" that society procures to its members. Such feeling depends on the individual's socioeconomic status, subjective state of health, and personal discomfort in daily life, and explains individual aversion to risk independently of the mortality causes or technologies involved. The second influence is the degree of perceived social legitimization of the activities involving risks. Risks of medical and transportation activities are strongly opposed to illegitimate risky behaviors (smoking, drugs, alcohol); technologies which have been an object of public debate (nuclear plants, the chemical industry, lead in gasoline) have an intermediate position reflecting the remaining uncertainties of public opinion about their risk–benefit balancing. Tentative conclusions for risk communication are proposed.     

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.     

Expert and Public Perception of Risk from Biotechnology

Risk perceptions of a series of biotechnology applications were examined in a public (nonexpert) sample and an expert sample. Compared with the experts, the public perceived all biotechnology applications as more risky. Both groups perceived food-related applications to be riskier than medical applications. Compared with the public, experts perceived both food and medical applications as less harmful and more useful. Experts also judged the risks posed from medical biotechnology applications as more familiar and acknowledged by people and science. Lay estimates of the risk of food applications were predicted by potential harm, potential benefits, science knowledge, and familiarity; experts' estimates were predicted only by harm and benefits. Lay estimates of the risk of medical applications were predicted by potential harm; experts' estimates were predicted by potential benefits, number and type of people exposed, and science knowledge. We discuss the implications of the results for risk communication about and management of different types of biotechnologies.     

Nanotechnology risk perceptions and communication: emerging technologies, emerging challenges

Nanotechnology involves the fabrication, manipulation, and control of materials at the atomic level and may also bring novel uncertainties and risks. Potential parallels with other controversial technologies mean there is a need to develop a comprehensive understanding of processes of public perception of nanotechnology uncertainties, risks, and benefits, alongside related communication issues. Study of perceptions, at so early a stage in the development trajectory of a technology, is probably unique in the risk perception and communication field. As such it also brings new methodological and conceptual challenges. These include: dealing with the inherent diversity of the nanotechnology field itself; the unfamiliar and intangible nature of the concept, with few analogies to anchor mental models or risk perceptions; and the ethical and value questions underlying many nanotechnology debates. Utilizing the lens of social amplification of risk, and drawing upon the various contributions to this special issue of Risk Analysis on Nanotechnology Risk Perceptions and Communication, nanotechnology may at present be an attenuated hazard. The generic idea of "upstream public engagement" for emerging technologies such as nanotechnology is also discussed, alongside its importance for future work with emerging technologies in the risk communication field.     

Hostile media perceptions and consumption of genetically modified and organic foods: Examining the mediating role of risk-benefit assessments

Drawing upon the hostile media effect, this study examined how perceived media bias in covering genetically modified (GM) food influences individuals’ risk–benefit assessments of it and their food consumption behaviors. The results of a nationally representative survey (N = 1364) showed that individuals seeing media coverage as more biased in favor of GM food perceived it as more hazardous, which was related to a higher proportion of organic food consumption in their diets. In contrast, perceived media coverage as less slanted toward GM food was associated with more benefit perceptions of it, thereby predicting its higher proportion in individuals’ diets. More importantly, the indirect effect of perceived media bias on GM food consumption through benefit perceptions was more pronounced among males than females. The findings of this study not only provide empirical evidence of the perceptual and behavioral outcomes of hostile media perceptions, but also offer valuable insights for journalists and education practitioners to improve public understanding of emerging food technologies.     

Fairness and nanotechnology concern

Research suggests that fairness perceptions matter to people who are asked to evaluate the acceptability of risks or risk management. Two separate national random surveys (n = 305 and n = 529) addressed Americans’ concerns about and acceptance of nanotechnology risk management in the context of the degree to which they view scientists and risk managers as fair. The first survey investigated general views about scientists across four proposed dimensions of fairness (distributional, procedural, interpersonal, and informational). The results show that respondents who believe that the outcomes of scientific research tend to result in unequal benefits (distributional fairness) and that the procedures meant to protect the public from scientific research are biased (procedural fairness) were more concerned about nanotechnology. Believing scientists would treat them with respect (interpersonal fairness) and ensure access to information (informational fairness) were not significant predictors of concern. The second study also looked at these four dimensions of fairness but focused on perceptions of risk managers working for government, universities, and major companies. In addition to concern, it also examined acceptance of nanotechnology risk management. Study 2 results were similar to those of study 1 for concern; however, only perceived informational fairness consistently predicted acceptance of nanotechnology risk management. Overall, the study points to the value of considering fairness perceptions in the study of public perceptions of nanotechnology.     

Public Perceptions of Florida Red Tide Risks

This research integrates theoretical frameworks of risk perception, social amplification of risk, and the role of place-specific contexts in order to explore the various perceptions surrounding Florida red tides. Florida red tides are naturally occurring events that are increasing in frequency, duration, and severity. This has implications for public health, the local economy, and ecosystem health. While many of the negative impacts of Florida red tides are not easily controlled, some of the secondary impacts may be mitigated through individuals' responses. However, public perception and consequent reactions to Florida red tides have not been investigated. This research uses questionnaire surveys, and semi-structured interviews, to explore the various perceptions of the risk surrounding red tides. Surveys and interviews were conducted along two Florida west coast beaches. The results indicate that the underlying foundations of the social amplification of the risk framework are applicable to understanding how individuals form perceptions of risk relative to red tide events. There are key differences between the spatial locations of individuals and corresponding perceptions, indicating that place-specific contexts are essential to understanding how individuals receive and interpret risk information. The results also suggest that individuals may be lacking efficient and up-to-date information about Florida red tides and their impacts because of inconsistent public outreach. Overall, social and spatial factors appear to be influential as to whether individuals amplify or attenuate the risks associated with Florida red tides.     

Anticipating acceptance of emerging technologies using twitter: the case of self-driving cars

In an early stage of developing emerging technologies, there is often great uncertainty regarding their future success. Companies can reduce this uncertainty by listening to the voice of customers as the customer eventually decides to accept an emerging technology or not. We show that risk and benefit perceptions are central determinants of acceptance of emerging technologies. We present an analysis of risk and benefit perception of self-driving cars from March 2015 until October 2016. In this period, we analyzed 1,963,905 tweets using supervised machine learning for text classification. Furthermore, we developed two new metrics, risk rate (RR) and benefit rate (BR), which allow analyzing risk and benefit perceptions on social media quantitatively. With our results, we provide impetus for further research on acceptance of self-driving cars and a methodological contribution to acceptance of emerging technologies research. Furthermore, we identify crucial issues in the public perception of self-driving cars and provide guidance for the management of emerging technologies to increase the likelihood of their acceptance.     

Proximity (Mis)perception: Public Awareness of Nuclear,Refinery, and Fracking Sites

Whether on grounds of perceived safety, aesthetics, or overall quality of life, residents may wish to be aware of nearby energy sites such as nuclear reactors, refineries, and fracking wells. Yet people are not always accurate in their impressions of proximity. Indeed, our data show that only 54% of Americans living within 25 miles of a nuclear site say they do, and even fewer fracking-proximal (30%) and refinery-proximal (24%) residents respond accurately. In this article, we analyze factors that could either help people form more accurate perceptions or distort their impressions of proximity. We evaluate these hypotheses using a large national survey sample and corresponding geographic information system (GIS) data. Results show that among those living in close proximity to energy sites, those who perceive greater risk are less likely to report living nearby. Conversely, social contact with employees of these industries increases perceived proximity regardless of actual distance. These relationships are consistent across each site type we examine. Other potential factors—such as local news use—may play a role in proximity perception on a case-by-case basis. Our findings are an important step toward a more generalizable understanding of how the public forms perceptions of proximity to risk sites, showing multiple potential mechanisms of bias.     

Risk,Media, and Stigma at Rocky Flats

Public responses to nuclear technologies are often strongly negative. Events, such as accidents or evidence of unsafe conditions at nuclear facilities, receive extensive and dramatic coverage by the news media. These news stories affect public perceptions of nuclear risks and the geographic areas near nuclear facilities. One result of these perceptions, avoidance behavior, is a form of "technological stigma" that leads to losses in property values near nuclear facilities. The social amplification of risk is a conceptual framework that attempts to explain how stigma is created through media transmission of information about hazardous places and public perceptions and decisions. This paper examines stigma associated with the U.S. Department of Energy's Rocky Flats facility, a major production plant in the nation's nuclear weapons complex, located near Denver, Colorado. This study, based upon newspaper analyses and a survey of Denver area residents, finds that the social amplification theory provides a reasonable framework for understanding the events and public responses that took place in regard to Rocky Flats during a 6-year period, beginning with an FBI raid of the facility in 1989.