Abstract
In this chapter, an overview of five studies is presented in which we investigated two processes that laypeople may use to perceive risks: associative and cognitive processes. Associative processes are based on gut feelings and instantaneous associations, whereas cognitive processes require more conscious deliberation. These studies were aimed to get a better understanding of the roles of the two processes in risk perception. In addition, we wanted to investigate how various forms of risk communication influenced these two processes. Risk communication should lead to an informed decision related to the risk. First, we examined whether and how people use risk associations to interpret unknown risks in an interview study and a survey study. Then, three experiments are discussed, in which we investigated how textual, audiovisual, and active risk communication may influence the two risk perception processes. We used an indirect method to measure the associative processes in these experiments, which can reveal people's instantaneous association with a risk. The results of our studies showed that associative processes play an important role in people's risk perception. Additionally, it appeared difficult to affect the two risk perception processes by risk communication; especially to influence the associative processes. We provide some cautious recommendations for risk communication practice and implications for risk communication and risk perception research.
Original language | English |
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Title of host publication | Psychology of risk perception |
Editors | J. Lavino, R. Neumann |
Publication status | Published - 1 Jan 2010 |