Bad reputation: stigma as an inhibitor of risk behaviors

In recent years, it has been suggested that technological and scientific advancements have made the world a safer place, yet the fear of risk and threats to safety is higher than ever. This theory suggests that people are increasingly basing decisions about risk behaviors on the potential impact on their reputation. Specifically, the stigma of taking risks has been alleged to be a primary factor inhibiting risk-taking behavior. This claim, however, has remained theoretical and without empirical tests to determine its validity. The present study uses data collected from a random sample of college students, including data from open-ended responses to vignette-style questions, to assess the presence and impact of the fear of stigma as a factor in making decisions regarding risk behaviors. Results indicate that stigma is considered by individuals, but is not as meaningful an inhibitor as other factors, such as fear of harm and fear of harming others.