| Abstract: | Abstract This research employs a multi‐disciplinary approach by developing a model that draws upon psychometric, cultural, and reflexive modernization perspectives of risk perception. Using data from a 1999 national telephone survey, we tested our model on three food risks— pesticides, Salmonella, and fat. Results showed that perceptions of risks do vary by the nature of the risk investigated. Consistent with the psychometric perspective, the level of knowledge and control varied by risk, but these differences did not correspond with levels of concern. Worldview variables were correlated with perceptions of pesticides, indicating the relevance of cultural approaches. High levels of concern associated with each food risk, and the robustness of the relationship between trust and the perception of food risks, raise the possibility that trust acts as a coping mechanism, which is consistent with the reflexive modernization approach. Knowledge and trust were significantly related to all three risks. |
