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Social Desirability Influences on Judgements of Biotechnology Across the Dimensions of Risk, Ethicality and Naturalness

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  • Piers Fleming
  • Ellen Townsend
  • Kenneth C. Lowe
  • Eamonn Ferguson

Abstract

This study examined the relationship between social desirability and dimensional judgments of risk, naturalness and ethicality for biotechnological and matched natural health technologies. We examine if those who are motivated to respond in a socially-desirable way will be more likely to rate genetically-modified (GM) technologies as more risky (less natural or ethical) than those who are not motivated to respond in a socially-desirable way. One-hundred and forty-eight participants rated eight technologies along three dimensions (risk, naturalness and ethicality) and completed a measure of social desirability. The results showed that ethicality was unrelated to social desirability. The dimension of naturalness was related to social desirability regardless of the type of technology. The results further showed that for GM technologies those motivated to respond in a socially desirable way rated these as more risky. Theoretical and methodological implications are drawn from the study.

Suggested Citation

  • Piers Fleming & Ellen Townsend & Kenneth C. Lowe & Eamonn Ferguson, 2007. "Social Desirability Influences on Judgements of Biotechnology Across the Dimensions of Risk, Ethicality and Naturalness," Journal of Risk Research, Taylor & Francis Journals, vol. 10(7), pages 989-1003, October.
    • Handle: RePEc:taf:jriskr:v:10:y:2007:i:7:p:989-1003
    DOI: 10.1080/13669870701486913
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    References listed on IDEAS

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    1. Lennart Sjöberg, 2000. "Factors in Risk Perception," Risk Analysis, John Wiley & Sons, vol. 20(1), pages 1-12, February.
    2. Lynn J Frewer & Chaya Howard & Richard Shepherd, 1998. "Understanding public attitudes to technology," Journal of Risk Research, Taylor & Francis Journals, vol. 1(3), pages 221-235, July.
    3. Lynn J. Frewer & Susan Miles & Roy Marsh, 2002. "The Media and Genetically Modified Foods: Evidence in Support of Social Amplification of Risk," Risk Analysis, John Wiley & Sons, vol. 22(4), pages 701-711, August.
    4. Michael Siegrist, 2003. "Perception of gene technology, and food risks: results of a survey in Switzerland," Journal of Risk Research, Taylor & Francis Journals, vol. 6(1), pages 45-60, January.
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    1. Erik Monsen & Holger Patzelt & Todd Saxton, 2010. "Beyond Simple Utility: Incentive Design and Trade–Offs for Corporate Employee–Entrepreneurs," Entrepreneurship Theory and Practice, , vol. 34(1), pages 105-130, January.

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