Latent trait models for perceived risk assessment using a Covid-19 data survey

Aim of the contribution is analyzing potential events that may negatively impact individuals, assets, and/or the environment, and making judgments about the perceived personal and social riskiness of Covid-19 compared to other hazards belonging to health (AIDS, cancer, infarction), environmental (climate change), behavioral (serious car accidents), and technological (nuclear weapons) domains. The comparative risk analysis has been performed on a survey data collected during the first Italian Covid-19 lockdown. An item response theory model for polytomously scored items has been implemented for the analysis of the positioning of Covid-19 with respect to the other hazards in terms of perceived risk. Among the attributes determining the hazard's perceived risk, Covid-19 distinguishes for the knowledge of risks from the hazard, media attention, and fear caused by the hazard in the peers. Besides, through a latent regression analysis, the role of some individual characteristics on the perceived risk for Covid-19 has been examined. Our contribution allows us to disentangle among several aspects of hazards and describe the main factors affecting the perceived risk. It also contributes to determine if existing control measures are perceived as adequate and the interest for new media with related impact on a person's reaction.