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Risk Perception

Risk Perception. The fundamental dilemma of health risk communication. The risks that kill people and the risks that alarm people are completely different Covello y Sandman, 2001. Theory of humanist psychology. Maslow’s hierarchy of needs Physiological needs Safety needs

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Risk Perception

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  1. Risk Perception

  2. The fundamental dilemma of health risk communication • The risks that kill people and the risks that alarm people are completely different Covello y Sandman, 2001.

  3. Theory of humanist psychology Maslow’s hierarchy of needs • Physiological needs • Safety needs • Psychological needs • Self-esteem needs • Self-actualizationneeds

  4. Risk = Hazard + Outrage (values) Covello y Sandman, 2001.

  5. To understand Risk Perception, we must answer the following questions: • What kind of individuals is the public made up of? • What factors determine risk perceptions and attitudes? • How are risk perceptions and attitudes manifested? • What can be done to soften attitudes regarding the risk?

  6. Elements that influence the community’s • risk perception • How true is the risk? • What is the absolute risk? • Are you really at risk? • What is obtained in exchange for the risk? • Can you do anything about the risk?

  7. Acceptable Risks: Voluntary Under your control Clearly beneficial Fairly distributed Natural Statistical From a reliable source Familiar Those that affect adults Fischhoff, et al., 1981 Unacceptable risks: Involuntary Controlled by others Of little or no benefit Unfairly distributed Man-made Catastrophic From unknown sources Unfamiliar, exotic Those that affect children Characteristics of the hazard that have an influence on Risk Perception

  8. Source:Canadian Food Inspection Agency

  9. Voluntary Risk Involuntary Risk

  10. Outrage factors andRisk Perception • Comprehension • Uncertainty • Delayed effects • Effects on children • Effects on future generations • Dread

  11. Outrage factors andRisk Perception (Continued) • Trust • Attention of the mass media • Reversibility • Ethical and moral nature • Man-made versus natural origin Covello y Sandman, 2001.

  12. Risk assessment is influenced by the bias of the perception • Availability bias: Judging probability by how easily the events can be brought to mind • Anchor bias: Assessments influenced by the event • Optimistic bias: Belief that one is running a slighter risk than the population at large (“that’s not going to happen to me”)

  13. Source: Canadian Food Inspection Agency

  14. Dimensions of trust • Commitment • Competence • Care • Openness and honesty

  15. What determinesRisk Perception? • Individual level in Maslow’s hierarchy of needs • Individual and social values • Culture • Experiences

  16. What determinesRisk Perception?(Continued) • Level of education • Outrage factors • Who the person is and how he/she is affected • Level of control over the event

  17. Perception is reality

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