You Have Been Framed! How Antecedents of Information Need Mediate the Effects of Risk Communication Messages

This study investigates the processes that mediate the effects of framing flood risks on people's information needs. Insight into the effects of risk frames is important for developing balanced risk communication that explains both risks and benefits of living near water. The research was inspired by the risk information seeking and processing model and related models. In a web‐based survey, respondents (n = 1,457) were randomly assigned to one of three communication frames or a control frame (experimental conditions). Each frame identically explained flood risk and additionally refined the message by emphasizing climate change, the quality of flood risk management, or the amenities of living near water. We tested the extent to which risk perceptions, trust, and affective responses mediate the framing effects on information need. As expected, the frames on average resulted in higher information need than the control frame. Attempts to lower fear appeal by stressing safety or amenities instead of climate change were marginally successful, a phenomenon that is known as a “negativity bias.” Framing effects were mediated by negative attributes (risk perception and negative affect) but not by positive attributes (trust and positive affect). This finding calls for theoretical refinement. Practically, communication messages will be more effective when they stimulate risk perceptions and evoke negative affect. However, arousal of fear may have unwanted side effects. For instance, fear arousal could lead to lower levels of trust in risk management among citizens. Regular monitoring of citizens’ attitudes is important to prevent extreme levels of distrust or cynicism.     

Psychological Determinants of Reactions to Food Risk Messages

In recent years, European countries have witnessed a number of food crises such as dioxin-contaminated chicken, foot-and-mouth disease, and BSE. In such cases, food might be contaminated by microorganisms or chemicals that could pose a risk to the consumer. These cases attract media attention and might instigate the consumer to reduce the consumption of the allegedly contaminated products. Although a decline in consumption of (potentially) contaminated products has been observed, it is not yet clear what determines the individual's reaction to food risk messages. To study the psychological determinants of the reaction to food risk messages, a survey was conducted in the Netherlands (n= 280). Subjects had to imagine two situations involving chicken contamination and report how they would react behaviorally if this situation occurred. Risk perception, affective response, perceived susceptibility to foodborne disease, self-efficacy, outcome expectation, trust, experience with foodborne disease, and need for information were also assessed. It was found that 60% of the subjects would allegedly avoid the risks by not consuming chicken for a while and approximately 60% would seek additional information. Risk avoidance was significantly related to information seeking and the psychological determinants, especially risk perception, affective response, need for information, perceived susceptibility to foodborne disease, and trust. Seeking information was also significantly related to risk perception, affective response, need for information, susceptibility to foodborne disease, and trust, but to a lesser degree. A model describing the relationships between the variables was tested using AMOS. Results are presented and implications are discussed.     

Do actions reduce perceived risk? A longitudinal analysis of the relationship between risk perception and actions in response to forest disturbance in Colorado

As residents living in hazard-prone areas face on-going environmental threats, the actions they take to mitigate such risks are likely motivated by various factors. Whereas risk perception has been considered a key determinant of related behavioral responses, little is known about how risk mitigation actions influence subsequent perceived risk. In other words, do actions to prevent or mitigate risk reduce risk perception? This longitudinal study considers the dynamic relationships between risk perception and risk-mitigating behavior in the context of forest disturbance in north-central Colorado. Based on panel survey data collected in 2007 and 2018, the results provide a first look at changes in perceived forest risks as they relate to individual and community actions in response to an extensive mountain pine beetle outbreak. Analysis revealed that the perception of direct forest risks (forest fire and falling trees) increased, whereas indirect forest risk perception (concern on broader threats to local community) decreased across the two study phases. Higher individual or community activeness (level of actions) was associated with subsequent reductions in perceived forest fire risk, smaller increases in direct risk perception, and larger decreases in indirect risk perception. These findings contribute insights into the complex risk reappraisal process in forest hazard contexts, with direct implications for risk communication and management strategies.     

Weighing the Risks of Nuclear Energy and Climate Change: Trust in Different Information Sources,Perceived Risks,and Willingness to Pay for Alternatives to Nuclear Power

We examined how individuals perceive nuclear energy in the context of climate change mitigation and how their perceptions are associated with trust in different risk information sources. We analyzed the interrelationships between trust, perceived risk of nuclear power, climate change concern, perception of nuclear energy as an acceptable way to mitigate climate change, and willingness to pay (WTP) for alternatives to nuclear power. A nationwide survey (N = 967) collected in Finland was analyzed with structural equation modeling. The associations between trust and perceived risk of nuclear power, climate change concern, and perception of nuclear power as a way to mitigate climate change varied by the type of information source. Political party support and other background variables were associated with trust in different information sources. The effect of trust in information sources on WTP was mediated by perceived risks and benefits. The results will increase our understanding of how individuals perceive nuclear energy as a way to cut CO₂ emissions and the role of trust in different information sources in shaping nuclear risk perceptions and energy choices.     

How a Nuclear Power Plant Accident Influences Acceptance of Nuclear Power: Results of a Longitudinal Study Before and After the Fukushima Disaster

Major nuclear accidents, such as the recent accident in Fukushima, Japan, have been shown to decrease the public's acceptance of nuclear power. However, little is known about how a serious accident affects people's acceptance of nuclear power and the determinants of acceptance. We conducted a longitudinal study (N= 790) in Switzerland: one survey was done five months before and one directly after the accident in Fukushima. We assessed acceptance, perceived risks, perceived benefits, and trust related to nuclear power stations. In our model, we assumed that both benefit and risk perceptions determine acceptance of nuclear power. We further hypothesized that trust influences benefit and risk perceptions and that trust before a disaster relates to trust after a disaster. Results showed that the acceptance and perceptions of nuclear power as well as its trust were more negative after the accident. In our model, perceived benefits and risks determined the acceptance of nuclear power stations both before and after Fukushima. Trust had strong effects on perceived benefits and risks, at both times. People's trust before Fukushima strongly influenced their trust after the accident. In addition, perceived benefits before Fukushima correlated with perceived benefits after the accident. Thus, the nuclear accident did not seem to have changed the relations between the determinants of acceptance. Even after a severe accident, the public may still consider the benefits as relevant, and trust remains important for determining their risk and benefit perceptions. A discussion of the benefits of nuclear power seems most likely to affect the public's acceptance of nuclear power, even after a nuclear accident.     

Trust and Risk Perception in Western Europe: A Cross-National Study

The relationship between trust and risk perception was investigated, within and across four European countries (Sweden, Spain, United Kingdom, and France). Survey data were collected in 1996; total number of respondents was approximately 1,000 (United Kingdom and Spain), 1,350 (France), and 2,050 (Sweden). Trust was a significant predictor of perceived risk within countries, but the strength of the relationship varied from weak (Spain and France) to moderate (United Kingdom and Sweden). General trust was also a significant source of variation in perceived risk among countries, but much of the variation in perceived risk remained unexplained. Correlations between trust and risk perception also varied depending on the type of risk (i.e., nuclear risks were more influenced by trust) and trust measure (i.e., general trust explained perceived risk better than specific trust). It is concluded that trust may be an element in models explaining risk perception, but it is not as powerful as often argued in the risk perception literature.     

Trust in Risk Regulation: Cause or Consequence of the Acceptability of GM Food?

Although there is ample empirical evidence that trust in risk regulation is strongly related to the perception and acceptability of risk, it is less clear what the direction of this relationship is. This article explores the nature of the relationship, using three separate data sets on perceptions of genetically modified (GM) food among the British public. The article has two discrete but closely interrelated objectives. First, it compares two models of trust. More specifically, it investigates whether trust is the cause (causal chain account) or the consequence (associationist view) of the acceptability of GM food. Second, this study explores whether the affect heuristic can be applied to a wider number of risk-relevant concepts than just perceived risk and benefit. The results suggest that, rather than a determinant, trust is an expression or indicator of the acceptability of GM food. In addition, and as predicted, "affect" accounts for a large portion of the variance between perceived risk, perceived benefit, trust in risk regulation, and acceptability. Overall, the results support the associationist view that specific risk judgments are driven by more general evaluative judgments The implications of these results for risk communication and policy are discussed.     

Salient Value Similarity, Social Trust, and Risk/Benefit Perception

It was postulated that shared values determine social trust in institutions and persons related to a technology: One has trust in people holding similar salient values. Furthermore, it was hypothesized that social trust has a positive influence on perceived benefits and a negative impact on perceived risks. Results of a survey of University of Zürich students indicated that the proposed causal model explained perception of pesticides, nuclear power, and artificial sweetener very well. When social trust was controlled, the relation between risks and benefits perceived diminished. Results indicate that social trust is a key predictive factor of the perceived risks and benefits of a technology, and provide support for the salient values similarity theory of social trust.     

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.     

The informed society: an analysis of the public's information-seeking behavior regarding coastal flood risks

Recent flood risk management puts an increasing emphasis on the public's risk perception and its preferences. It is now widely recognized that a better knowledge of the public's awareness and concern about risks is of vital importance to outline effective risk communication strategies. Models such as Risk Information Seeking and Processing address this evolution by considering the public's needs and its information-seeking behavior with regard to risk information. This study builds upon earlier information-seeking models and focuses on the empirical relationships between information-seeking behavior and the constructs of risk perception, perceived hazard knowledge, response efficacy, and information need in the context of coastal flood risks. Specific focus is given to the mediating role of information need in the model and to the differences in information-seeking behavior between permanent and temporary residents. By means of a structured on-line questionnaire, a cross-sectional survey was carried out in the city of Ostend, one of the most vulnerable places to coastal flooding on the Belgian coast. Three hundred thirteen respondents participated in the survey. Path analysis reveals that information need does not act as a mediator in contrast to risk perception and perceived knowledge. In addition, it is shown that risk perception and perceived hazard knowledge are higher for permanent than temporary residents, leading to increased information-seeking behavior among the former group. Implications for risk communication are discussed.     

Intervening Effects of Knowledge, Morality, Trust, and Benefits on Support for Animal and Plant Biotechnology Applications

Data from a regional Southwest telephone survey in the United States (N= 432) were used to examine the intervening effects of knowledge, morality, trust, and benefits on support for animal and plant biotechnology applications. Results showed that perceptions of agricultural biotechnologies varied by the two applications-animals and plants. Respondents reported higher opposition to the genetic modification of animals, which is consistent with prior research. Results also indicated that morality and perceived benefits directly affected support for both animal and plant applications, but trust and knowledge only had indirect effects. Morality and perceived benefits accounted for most of the variance explained among the intervening variables. The effects of trust were mediated through perceived benefits. The effects of knowledge on support were mediated primarily through trust. The influence of sociodemographic and consumer behavior variables varied by application. Results lend support to several theoretical notions. First, the significance of perceived benefits supports that there is an inverse relationship between benefits and risks. Second, moral objections may outweigh perceived benefits for specific applications, and the genetic modification of animals is deemed to be more morally unacceptable than the genetic modification of plants. These findings demonstrate the need to understand more thoroughly the moral and ethical issues surrounding novel technologies. Third, this research supports the claim that trust is not a powerful predictor of perceptions of technological products, which is contrary to most risk perception research.     

Laypeople''s and Experts'' Perception of Nanotechnology Hazards

Public perception of nanotechnology may influence the realization of technological advances. Laypeople's (N=375) and experts' (N=46) perception of 20 different nanotechnology applications and three nonnanotechnology applications were examined. The psychometric paradigm was utilized and applications were described in short scenarios. Results showed that laypeople and experts assessed asbestos as much more risky than nanotechnology applications. Analyses of aggregated data suggested that perceived dreadfulness of applications and trust in governmental agencies are important factors in determining perceived risks. Similar results were observed for experts and laypeople, but the latter perceived greater risks than the former. Analyses of individual data showed that trust, perceived benefits, and general attitudes toward technology influenced the perceived risk of laypeople. In the expert sample, confidence in governmental agencies was an important predictor of risks associated with nanotechnology applications. Results suggest that public concerns about nanotechnology would diminish if measures were taken to enhance laypeople's trust in governmental agencies.     

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.     

An Empirical Study of the Toxic Capsule Crisis in China: Risk Perceptions and Behavioral Responses

The outbreak of the toxic capsule crisis during April 2012 aroused widespread public concern about the risk of chromium‐contaminated capsules and drug safety in China. In this article, we develop a conceptual model to investigate risk perceptions of the pharmaceutical drug capsules and behavioral responses to the toxic capsule crisis and the relationship between associated factors and these two variables. An online survey was conducted to test the model, including questions on the measures of perceived efficacy of the countermeasures, trust in the State FDA (Food and Drug Administration), trust in the pharmaceutical companies, trust in the pharmaceutical capsule producers, risk perception, concern, need for information, information seeking, and risk avoidance. In general, participants reported higher levels of risk perception, concern, and risk avoidance, and lower levels of trust in the three different stakeholders. The results from the structural equation modeling procedure suggest that perceived efficacy of the countermeasures is a predictor of each of the three trust variables; however, only trust in the State FDA has a dampening impact on risk perception. Both risk perception and information seeking are significant determinants of risk avoidance. Risk perception is also positively related to concern. Information seeking is positively related to both concern and need for information. The theoretical and policy implications are also discussed.     

Limits of Knowledge and the Limited Importance of Trust

Perceived risk and related attitudes have been implicated as major factors in many of the difficult policy problems that face modern society (nuclear power, genetically modified food, etc). Experts often argue that no or very small risks are involved; people are still worried. Why? The standard answer is lack of trust. Data on trust and risk perception, however, point to only a weak relationship between the two (r approximately 0.3). It is suggested here that the reason for the surprisingly minor importance of trust is that people believe that there are clear limits to how much science and experts know. Results are presented from studies of risk perception of the public, experts, and politicians. Politicians and members of the public believe that there are many unknown effects of technology and such beliefs were strongly related to their perceived risk. Experts on nuclear waste, on the other hand, seemed to believe that little is unknown in their field of expertise. Regression analyses of risk perception showed the unknown‐effects factor to be a more important explanatory factor than trust for the public and politicians.     

Perception of Hazards: The Role of Social Trust and Knowledge

Recent research indicates that social trust of those who manage a hazard is strongly correlated to judgments about the hazard's risk and benefits. The present study investigates the more specific question of “For which hazards is this?” It was postulated that when an individual lacks knowledge about a hazard, social trust of authorities managing the hazard determines perceived risks and benefits. On the other hand, when an individual has personal knowledge about a hazard and therefore does not need to rely on managing authorities, social trust is unrelated to judged risks and benefits. Participants (N = 91) assessed risks, benefits, and trust in managing authorities and personal knowledge associated with 25 hazardous technologies and activities. As expected, strong correlations between social trust and judged risks and benefits were observed for hazards about which people did not possess much knowledge. No significant correlations between social trust and judged risks and benefits were found for hazards about which people were knowledgeable. Results suggest that the lay public relies on social trust when making judgments of risks and benefits when personal knowledge about a hazard is lacking. Replicating findings of other studies, the present study also found negative correlations between perceived risks and perceived benefits. When social trust was controlled for, correlations between perceived risks and benefits diminished. Implications of the results for risk management are discussed.     

The Effects of Expectation Disconfirmation on Appraisal,Affect, and Behavioral Intentions

People's risk perceptions can have powerful effects on their outcomes, yet little is known about how people respond to risk information that disconfirms a prior expectation. We experimentally examined the affective, cognitive, and behavioral consequences of expectation disconfirmation in the context of risk perceptions. Participants were randomly assigned and then prompted toward either a high or low personal risk estimate regarding a fictitious health threat. All participants then received the same risk feedback, which presented either a negative disconfirmation experience (i.e., worse than expected) in the high‐risk estimate condition or a positive disconfirmation experience (i.e., better than expected) in the low‐risk estimate condition. Participants who experienced the negative disconfirmation reported stronger intentions to prevent the threat in the future compared to participants who experienced the positive disconfirmation. This effect was mediated by both disappointment about the risk feedback and perceptions of the severity of the threat. These findings have implications for risk communication, suggesting that the provision of objective risk information may improve or diminish the likelihood of behavior change depending on people's initial expectations and their emotional and cognitive reactions to the information.     

Will you trust your new boss? The role of affective reactions to leadership succession

Affective reactions to the departure of work group leaders are proposed as an important determinant of members' trust-related judgments regarding new leaders. A field test of veterinary hospital employees evaluating new leaders revealed that the affective reaction to the departure of the prior group leader predicted trust when there was no history between the individuals. When there was history between the two individuals, the group member's evaluation of the new leader's ability on their prior job was a significant predictor of trust over and above their affective reaction to the succession. The relationships between affective reactions to succession and trust formation were replicated in a longitudinal simulation of trust formation in student groups. The implications of these findings for the study of trust in organizations and leadership succession processes in work groups are discussed.     

Perceived Risks of Radioactive Waste Transport Through Oregon: Results of a Statewide Survey

Transportation of hazardous materials, and particularly radioactive wastes, on public highways has become an important risk management issue. The unfavorability of public attitudes regarding hazardous and nuclear wastes signals the potential for strong public opposition to programs for transporting these materials. This paper presents the results of a survey conducted to assess public reactions to a long-term nuclear waste transport program planned to follow a route through a portion of rural Oregon. The survey assessed a number of key risk perception issues, including perceived health and safety risks of nuclear waste transport, relative risks of transport vs. storage at an existing site, trust in state officials, and satisfaction with life in communities along the transport route. The survey identified a number of attitudes and concerns that need to be understood and considered by those in charge of designing and implementing the waste-transportation program.     

Developing a Broadly Applicable Measure of Risk Perception

Decades of research identify risk perception as a largely intuitive and affective construct, in contrast to the more deliberative assessments of probability and consequences that form the foundation of risk assessment. However, a review of the literature reveals that many of the risk perception measures employed in survey research with human subjects are either generic in nature, not capturing any particular affective, probabilistic, or consequential dimension of risk; or focused solely on judgments of probability. The goal of this research was to assess a multidimensional measure of risk perception across multiple hazards to identify a measure that will be broadly useful for assessing perceived risk moving forward. Our results support the idea of risk perception being multidimensional, but largely a function of individual affective reactions to the hazard. We also find that our measure of risk perception holds across multiple types of hazards, ranging from those that are behavioral in nature (e.g., health and safety behaviors), to those that are technological (e.g., pollution), or natural (e.g., extreme weather). We suggest that a general, unidimensional measure of risk may accurately capture one's perception of the severity of the consequences, and the discrete emotions that are felt in response to those potential consequences. However, such a measure is not likely to capture the perceived probability of experiencing the outcomes, nor will it be as useful at understanding one's motivation to take mitigation action.