Risk perception - Risk perceptions and emotions

3 important questions on Risk perception - Risk perceptions and emotions


Four types of people, each associated with a
characteristic form of risk perception



  • Egalitarians (technology and the environment)

  • Hierarchists (law and order)

  • Individualists (war and other threats to markets)

  • Fatalists (with none of the above)




How should risk be communicated given the cultural
theory of risk perception?



  • Avoid loading the handling of relevant risks with cultural meaning

  • E.g., emphasize something other than (merely/ largely) carbon-emission controls as the appropriate response

to climate change

Is risk perception explained by reality?

Yes, but:
Limited to contexts where people have relevant
experience
•Personal risk underestimated
•Small risks overestimated/large risks underestimated

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