Perception of technological risk: insights from research and lessons for risk communication and management

Technology has become a familiar companion in all areas of life. Production consumption, administration, education, communication, and leisure activities are all shaped by the use of technologies. However, people often associate with the term ‘technology’ attributes, such as catastrophic and potentially dangerous, and tend to take the benefits of technological products for granted. This asymmetry in risk–benefit perception is one of the main reasons why many consumers are concerned about ‘hidden’ risks of technologies and why they demand stringent regulatory actions when they feel unduly exposed to potential emissions or waste products associated with the lifecycle of technologies. This situation is often aggravated by social amplification processes, by which even small risks receive high media attention and are blown out of proportion in the public arena. At the same time, however, one needs to acknowledge that many technologies have the potential to harm the human health and the environment. The purpose of this article is to review our knowledge about risk perception with respect to technologies, in particular emerging technologies, and to suggest possible strategies to use this knowledge for improving our risk management practice. Technological risk perception is defined in this article as the processing of physical signals and/or information about a potentially harmful impact of using technology and the formation of a judgment about seriousness, likelihood, and acceptability of the respective technology. Based on the review of psychological, social, and cultural factors that shape individual and social risk perceptions, we have attempted to develop a structured framework that provides an integrative and systematic perspective on technological risk perception and that may assist risk management and regulation in taking perceptions into account.     

Determinants of stakeholders’ attitudes towards a new technology: nanotechnology applications for food,water, energy and medicine

Stakeholder risk and benefit perceptions and attitudes towards a technology matter for the societal response to these technologies. This is especially the case for technological innovations where the public has no direct experience with the technology and its applications. In such cases, expert views are the main source for public opinion formation. Stakeholder risk and benefit perception, and their effect on attitudes towards a new technology (nanotechnology) and its applications were examined in two studies. In a survey, the effect of risk and benefit perception on attitudes to nanotechnology in specific application domains (energy, water, food and medicine) was examined. While risk and benefit perception predicted much of the variance in attitude, experts were more positive about medicine applications and more negative about food applications than could be explained through risk and benefit perception. In the second study, expert focus groups were asked for reasons why food and medicine were seen as more negative and positive than based on the risk and benefit perceptions as measured in the survey. For medicine, the urgency and unique potential of nanotechnology was seen as a reason as why this domain was liked more. For food, the high level of uncertainty about risk assessment and about exposure of consumers and the lack of urgency in applying nanotechnology to food was seen as a reason this domain was liked less. In addition, experts voiced concern about potential negative public response to food applications as reasons for their negative attitude. These results thus suggest that both risk and benefit perception consist of multiple dimensions that require further exploration.     

Cultural predispositions,specific affective feelings,and benefit–risk perceptions: explicating local policy elites’ perceived utility of high voltage power line installations

Policy controversies concerning the prioritized expansion of the National Energy Grid in the U.S. have drawn our attention to examine the variations of benefit–risk perceptions associated with High Voltage Power Line (HVPL) installation among policy elites, a critical conceptual segment of political actors constituting the U.S. energy policy subsystem. From early psychometric studies to more recent explorations of the emotional aspects of risk appraisal, specifying the role of affective feelings in understanding risk judgment has been a subject of much previous research. This paper seeks to advance such an affect-driven approach in an attempt to account for social psychology-based factors by systemically investigating how specific emotions and personally held intrinsic values and beliefs jointly influence individual-level perceptions of HVPL benefits and risks, relying on recent original survey data containing individual responses from 420 anonymous community leaders and key local policy-makers in the state of Arkansas. Building upon previous research rooted in the dual process model of risk judgment and appraisal tendency framework, a particular emphasis is given to identifying the triadic relationship between culturally biased value predispositions, specific emotional dimensions of affect heuristics, and perceptions pertaining to various aspects of HVPL risks and benefits. Through the implementation of the causal mediation analysis, we found that the effect of cultural value predispositions (i.e. egalitarianism, individualism, hierarchism, and fatalism) on perceived benefits and risks associated with HPVL installation among policy elites is partially mediated by specific affective feelings (i.e. fear, anger, happiness, and excitement) in very distinct ways. We conclude this paper by suggesting that a more robust understanding of the cognitive mechanism of benefit–risk perceptions, particularly those of individuals with more opportunities and resources to shape related policies, promises valuable insight for the development of more effective risk communications and better policy-making practices.     

Understanding public attitudes to technology

The social context which surrounds technology is likely to be one of the most important determinants of its future development and application. The application of repertory grid techniques (n = 26) in conjunction with generalized Procrustes analysis identified important psychological constructs which determine attitude. A larger survey study (n = 227) examined the reliability and predictive capacity of these items in quantifying attitudes to technology. Factor analysis identified two sub-scales, which appeared to assess perceptions of technological risk and benefit. Internal reliability of the two sub-scales was high, and had pleasing face validity and predictive capacity. An inverse relationship between perceived risk and benefit was found, consistent with previous research in risk perception. Discussion is made of reducing inappropriately high risk perceptions through effective communication of benefits, and vice versa, with the caveat that such an effect is only likely to be observed for technologies where public opinion is uncrystallized and knowledge is low.     

Frames and comparators: How might a debate on synthetic biology evolve?

A stimulated early public debate is frequently advocated when introducing an emerging technology like synthetic biology (SB). To debate a still quite abstract technology, participants functionally need a frame that determines which arguments are legitimate and which issues are relevant. Often, such frames are based on previous debates over other novel technologies. Three technologies currently provide frames for discussing SB: (green) biotechnology, nanotechnology and information technology. In the biotechnology debate, risk has long been emphasised over economic benefits. More recently, nanotechnology has been referred to mostly in terms of benefits, while risks tended to be an issue for scientific discourses. This has frequently been related to the many outreach activities around nanotechnology. Information technology, finally, has retained the image of being ‘cool’ and useful on a personal level. The technology itself is taken for granted and only the consequences of particular applications have been up for discussion. Upstream engagement exercises in SB will have to consider the comparator chosen more diligently, because it might influence the debate on SB ‘out there’ in the long run.     

Improving lay understanding of exposure to electromagnetic fields; the effect of information on perception of and responses to risk

Studies show that, although many people are concerned about the potential health risks of being exposed to electromagnetic fields (EMF), lay understanding of exposure, an important determinant of risk perceptions and responses, is limited. In an online consumer panel (n = 245), we tested the effects of providing people with information about EMF on lay understanding of exposure, and on perceptions and responses to risks, using an experimental 2?×?2?×?2 design. Providing people with specific information explaining the distance–exposure relationship, clarifying EMF policy, or specifying personal exposure management options actions resulted in a better understanding of exposure. We demonstrated that information provision as such had no effects on concerns about EMF nor on perceived risk of personal sources, i.e. mobile phones, but lowered perception of risk of public sources, i.e. mobile phone base stations and high-voltage power lines. In addition, information explaining the distance–exposure relationship in combination with policy information resulted in reduced self-reported risk-aversive responses. Moreover, participants who understood more about exposure in relation to the distance to the source showed lower perceptions of risk, were less likely to restrict their own exposure, and more likely to accept new installations of public sources of EMF in their neighborhood. In contrast, awareness that exposure was mainly determined by personal use of EMF sources corresponded with higher perceptions of risk from personal sources and a higher likelihood to restrict one’s own exposure. Our findings provide focal points for improving communication on EMF. In particular, we suggest to include information clarifying the distance–exposure relationship to improve understanding of exposure.     

General and specific cancer risk perceptions: how are they related?

Understanding how people construe and act upon cancer risk is important for efforts to target risk-increasing health behaviors. Importantly, research participants are often asked to estimate their risk for cancer (in general), which could mask the fact that cancer represents a range of diseases, and that different cancer types can have distinct risk factors. It is unclear whether individuals perceive general cancer risk as being comprised of an aggregation of risk for specific cancer sites, or whether general cancer risk perceptions reflect the specific type of cancer most salient to them. In this study, general cancer risk perceptions were regressed on specific risk perceptions for colon, lung, prostate (men only), and breast (women only), using data from a nationally representative sample. We found that among men and women, all forms of cancer predicted independent variance in estimates of general cancer risk. There were also stronger relationships between general risk perceptions and each specific risk perception than between any two specific risk perceptions, suggesting that individuals differentiate between specific cancers and general cancer risk. These findings offer some confidence that people’s estimates of general cancer risk take multiple cancer types into account.     

Perceptions of protective actions for a water contamination emergency

Local authorities who believe their water systems are contaminated need to warn those at risk to take protective actions. In the past, such efforts have often achieved only partial success in preventing people from deciding to continue consumption of contaminated drinking water. To examine the possible antecedents of decisions to comply with water consumption advisories, this study examined 110 Boston residents’ actual protective actions and 203 Texas students’ expected protective actions; their perceptions of three protective actions on seven attributes; and their risk perceptions, water contamination experience, facilitating conditions, and demographic characteristics. The profiles of the protective actions for the hazard-related and resource-related attributes suggest reasons why people preferred to use bottled water rather than boil or personally chlorinate water. In particular, perceived effectiveness in protecting health was the most important correlate of protective action, which means that a protective action can have a high level of implementation even though it has poor ratings on other attributes such as cost. In addition, this study indicates public health officials may also need to address people’s misconceptions about the hazard-related and resource-related attributes of any relevant protective actions. Finally, consistent with an extensive body of previous research, students were similar to residents in many important respects even though were some statistically significant differences.     

Even beyond humanity – a comment on ‘Change and commitment: beyond risk and responsibility’ by Silvio Funtowicz and Roger Strand

Due to past major food scares, food-safety perceptions have become a widely investigated topic. The aim of the present study was to examine food-safety perceptions separately for every step of the total meat supply chain, as such a detailed approach yields more promising strategies to ensure food safety in the future. Using a large-scale survey, we examined people’s risk perceptions of 18 steps describing the total meat supply chain. The results revealed a clear distinction between risk perception at the production stage and risk perception at home in the total meat supply chain, in that people perceived significantly less risk at home. However, people’s risk perceptions of the single stages in the total meat supply chain were overall slightly above average. Additionally, there were individual differences, as risk perception at the production stage was highly correlated with risk perception at home, meaning that some people perceived more risk than others overall. Using a multiple regression analysis, we found food-safety perceptions to be barely significant next to other important variables affecting people’s meat-consumption decisions. For those analyses, we asked participants to assess several constructs previously found to be associated with meat consumption. The goal was to determine how food-safety perceptions influence people’s meat consumption next to other important constructs in situations in which no major food scandal is present. The present paper concludes by discussing possible marketing and policy strategies to overcome people’s inaccurate safety perceptions of the stages of the total food chain.     

Consumer reactions to unfamiliar technologies: mental and social formation of perceptions and attitudes toward nano and GM products

Abstract

Using focus groups, the research analyses the mental and social processes through which consumers form perceptions and opinions about unfamiliar technologies and the derived products, taking the perception of nanotechnology and nano-products, GM and GM products as example. Our findings suggest that limited understanding of the technological principles and lack of (visible) products prevent the formation of experience-based attitudes and behavioral intentions. In this context, consumers interpret and assess cognitive interventions such as product labels or product information, as well as the trustworthiness of unfamiliar information sources, based on heuristic clues, association, mutual reassurance and previous attitudes. The established determinants of technology risk perception (e.g. knowledge, social norms, perceived risks and benefits and controllability) were the subject of constant deliberation and negotiation among participants. Consequently, the perception of risk and technology communication interventions might vary greatly across different locations and segments of the public, complicating risk communication and trust-building.     

Differences in the strengths of evidence matters in risk–risk trade-offs

Making decisions between alternatives are challenging when there is weak or unreliable knowledge about the risks and benefits of the alternatives. This requires a trade-off between risks (and benefits). Here, we comment on a recent paper on risk–risk trade-offs and highlight the difficulties of making such trade-offs when the available evidence is of different strength. One current example of a risk–risk trade-off under weak evidence is the restriction and reevaluation of the risks of neonicotinoid insecticides to bees conducted by the European Food Safety Authority (EFSA). We argue that a risk–risk trade-off is essential in this context. Although considerable research efforts have been focused at determining the risks of neonicotinoids to bees, the evidence base is still limited. However, focus on strengthening evidence on impacts of one substance may lead policy-makers and public to believe that its substitutes are less harmful, when in fact evidence is weak on the impacts of these substitutes as well. We argue that a broader management of uncertainty is needed and that the difference in uncertainty underlying evidence of risk for different alternatives needs to be communicated to policy-makers. We suggest that this can be done, for example, using measures of uncertainty, which take into account strength in evidence, and combine these with principles to guide decision-making.     

People’s responses to risks of electromagnetic fields and trust in government policy: the role of perceived risk,benefits and control

Trust in government policy affects the way people perceive and handle risks. In our study, we investigated the relationships between trust in government policy regarding electromagnetic fields (EMF), perceived risk and perceived benefits of public and personal EMF sources, perceived control over exposure to EMF and responses to the possible EMF health risk (e.g. protest against placement of mobile phone base stations or power lines, or taking own measures against EMF exposure). Previous research indicated that perceived risk and benefits mediate the relationship between trust and people’s risk responses. Additionally, we suggest that perceived control over EMF exposure affects the relation between trust in government policy and perceived risk, and, consequently, the risk responses. We performed a survey among the Dutch population (n?=?1009), which contained questions about risk responses to EMF, perceived risk and benefits of several EMF sources, trust in government policy and perceived control over EMF exposure. Comparing public EMF sources, i.e. power lines and mobile phone base stations, to personal EMF sources, i.e. microwave ovens and cordless and mobile phones, we tested our hypotheses. Variations in risk responses to both public and personal EMF sources were mainly explained by risk perception. In addition, perceived risk partially mediated the relationship between trust in government policy and risk responses. For public sources, perceived control over exposure weakened the negative relationship between trust and perceived risk. We conclude that, especially in people with low perceived control, a lack of trust in government policy may enhance perceptions of health risks, thereby increasing their inclination for risk responses.     

Deliberation over new hydrogen energy technologies: evidence from two Citizens’ Panels in the UK

Hydrogen energy and hydrogen energy technologies are still largely at the experimental and demonstration project stages. If the hydrogen is produced sustainably from renewable sources, it may be a potential means of reducing carbon dioxide emissions and achieving other environmental objectives. But hydrogen technologies are still ‘emergent’ – seeking a niche to compete against incumbent technologies in stationary and mobile applications. Hydrogen fuel cell vehicles (buses and automobiles) and hydrogen refuelling stations have been developed, but they have yet to become established in the market. Much attention has been given to technical risk assessment of hydrogen as a hazardous gas, but broader ‘whole systems’ appraisals of a hydrogen infrastructure (for domestic and transport uses) are lacking. Importantly, public risk perceptions are seen as crucial factors influencing acceptance or rejection. This paper examines qualitative evidence about public attitudes towards hydrogen energy technologies and compares results from two Citizens’ Panels carried out recently in England and Wales. These Citizens’ Panels enabled selected samples of the general public to question the experts and deliberate over the issues raised. The paper highlights unresolved questions concerning ‘critical trust’ of experts and other stakeholders, and citizens’ demands for greater familiarity with the hydrogen technologies in practical, everyday settings, in order to offer judgements about their desirability and feasibility.     

Public perception and responses to environmental pollution and health risks: evaluation and implication from a national survey in China

Concerns have been raised among policy-makers, researchers and Chinese citizens regarding the widespread environmental degradation that has occurred in China in recent decades. Years of environmental education and media coverage on pollution harm and health risks have not only provided information about pollution to the public, but have also strengthened people’s concerns. However, an ‘intense focus’ on pollution is far from sufficient; at present, it is necessary to assess to what extent the public can identify specific environmental conditions and whether they are ready to cope with potential health risks from pollution. Through face-to-face surveys on trains and at railway stations nationwide, we investigated public experiences of environmental pollution accidents, perceptions of local environmental risks (focused on air and water quality) and responses to local environmental conditions. By comparing public perceptions with official environmental monitoring data-sets, we concluded that the accuracy of perceptions related to four environmental factors ranged from 40 to 60% at the individual scale. Furthermore, the accuracies increased approximately 2–10% at the county scale and 10–30% at the city scale, highlighting the possible benefits of collective intelligence in helping the public to identify existing environment conditions more accurately. Additionally, despite great concerns about pollution and health, public attitudes toward coping with the dangers of pollution and health risks were found to be indifferent. Our study revealed factors at the individual, social and governmental levels that led to low levels of perception accuracy and response scores. Thereout, we stressed potential pathways to improve the accuracy of public perception and the positivity of responses. The survey results indicate that there is a long way to go before the public is well prepared to cope with the risks of pollution; as a consequence, it is necessary to improve both personal environmental awareness as well as governmental, social and commercial responses to pollution events.     

Expert relevance and the use of context-driven heuristic processes in risk perception

The effectiveness of a medical treatment should not predict its risk (highly effective treatments can be either safe or risky), however, people’s use of heuristic shortcuts may lead them to judge a link between effectiveness and risk, typically a negative correlation. A particular concern is that experts might use such a strategy and that this is unlikely to provide an accurate judgement. This large-scale field-based experiment compares expert-relevant and non-expert-relevant contexts, for both expert and public judgements of risk and effectiveness in the context of blood transfusion medicine. Postal questionnaires were distributed to anaesthetists (experts, N?=?123) and a general public (non-expert) comparison group (N?=?1153); half of the participants were cued with accompanying general information about genetically-modified (GM) biotechnology and half received specific information about blood product technologies. The blood-focussed information served to emphasise the medical relevance of the questionnaire to the expert group. Regression analyses showed that generally perceived effectiveness predicted perceived risk for both experts and non-experts, which suggests heuristic processing. However, although experts appeared to engage in heuristic processing for risk perceptions in certain circumstances, this processing is strongly affected by context. Experts who received the medically relevant context rated perceptions of effectiveness independently of perceptions of risk, unlike those who received the GM context. This indicates a reduced reliance on a low-effort heuristic for experts given an expertise-relevant context. The results are considered in light of dual-process (rational-associative) accounts of reasoning.     

Trust,acceptance and knowledge of technological and environmental hazards in Chile

Studies over the past decade have found empirical links between trust in risk management institutions and the risk perceptions and acceptability of various individual hazards. Mostly addressing food technologies, no study to date has explored wider possible relationships among all four core variables (risk, benefit, trust and acceptability) covering a heterogeneous group of hazards. Our prime objective was to ascertain effects among social trust in regulatory entities, and the public's perceived risk, perceived benefit and the degree of acceptability towards both technological and environmental hazards. We also assess whether trust in regulatory authorities is the cause (causal model) or a consequence (associationist model) of a hazard's acceptability for a wide and heterogeneous range of hazards on all four core variables. Using a web‐based survey, 539 undergraduates in Chile rated the five variables across 30 hazards. Implications for technology and environmental risk management organizations are discussed. Independent of the magnitude of the perceived risk or benefit surrounding a given hazard, or how knowledgeable the public claim to be of it, the trust sustained in regulatory institutions will either generate or be the consequence of public attitudes towards the hazard.     

Citizen views about public meetings

The current study seeks to demonstrate that a citizen views about public meeting structure and related groups matter in predicting satisfaction with public engagement and willingness to attend future meetings. Public health agencies frequently use public meetings to communicate risk information, but relatively little social science research has examined how potential meeting participants view them. Using survey data (N?=?866) collected in seven US communities where health agencies were investigating possible local cancer clusters and holding public meetings to communicate with local residents, the current study replicates and extends an earlier inquiry related to citizens satisfaction with public meetings used for risk communication. Whereas previous research found that expectations, health agency credibility, and risk perceptions predicted satisfaction with public meetings, the current results did not show a significant relationship between agency credibility, risk perceptions, and satisfaction. Further, the results suggest it may make sense to consider ‘views about public meetings’ as a single measure that includes citizens’ structural expectations for meetings. Finally, the current study finds that views about public officials and views about meetings relate to individuals’ willingness to attend future meetings. Additional variable development and modeling research is suggested.     

Why do parents who usually vaccinate their children hesitate or refuse? General good vs. individual risk

This study examines vaccination hesitancy or refusal following the 2013 polio outbreak in Israel, based on two theoretical models. The first is Sandman’s theoretical model, which holds that risk perception is comprised of hazard plus outrage. The second model is the affect heuristic that explains the risk/benefit confounding. It aims to expose the barriers that inhibited parental compliance with OPV vaccination for their children. The study employed mixed methods – a questionnaire survey (n = 197) and content analysis of parents’ discussions in blogs, Internet sites, and Facebook pages (n = 2499). The findings indicate that some parents who normally give their children routine vaccinations decided not to give them OPV due to lack of faith in the health system, concerns about vaccine safety and reasons specific to the polio outbreak in Israel. Some vaccinated due to a misunderstanding, namely, they believed that OPV was supposed to protect their children, when it was actually for overall societal well-being. This study highlights the difficulty of framing the subject of vaccinations as a preventive measure, especially when the prevention is for society at large and not to protect the children themselves. The findings of this study are important because they provide a glimpse into a situation that can recur in different places in the world where a disease considered to have been ‘eradicated’ returns, and the public is required to take measures which protect the public but which might put individuals at risk. The conclusions from the analysis of the findings of this study are that the public’s risk perception is based on a context-dependent analysis, which the communicating body must understand and respect.