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Risk Communication, Knowledge, and Attitudes: Explaining Reactions to a Technology Perceived as Risky

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  • Richard J. Bord
  • Robert E. O'Connor

Abstract

Several factors influence peoples’decisions about food irradiation, a technology perceived as risky. Responses to questions about three dimensions of acceptability of food irradiation provide the dependent variables. Risk message characteristics, respondent background characteristics, knowledge, and attitudes form the independent variables. Multiple regression is used to assess relative effects. Levels of acceptability of food irradiation varied somewhat as the focus of the question changed: negative reactions were more likely if the question mentioned serving it to family members than it it stressed self use. The only message manipulation that had a significant impact was information about irradiated food users (e.g., astronauts) and prestigious national and international organizations that endorse food irradiation. Support for a normative/value type of decision‐making is more substantial than for a rational/technical type of decision‐making. Although knowledge of food irradiation correlates with support for the technology, trust factors are much more powerful predictors. The implications for effective risk communications are discussed.

Suggested Citation

  • Richard J. Bord & Robert E. O'Connor, 1990. "Risk Communication, Knowledge, and Attitudes: Explaining Reactions to a Technology Perceived as Risky," Risk Analysis, John Wiley & Sons, vol. 10(4), pages 499-506, December.
    • Handle: RePEc:wly:riskan:v:10:y:1990:i:4:p:499-506
    DOI: 10.1111/j.1539-6924.1990.tb00535.x
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    Cited by:

    1. Gao, Tao & Sirgy, M. Joseph & Bird, Monroe M., 2005. "Reducing buyer decision-making uncertainty in organizational purchasing: can supplier trust, commitment, and dependence help?," Journal of Business Research, Elsevier, vol. 58(4), pages 397-405, April.
    2. Peter M. Sandman & Paul M. Miller & Branden B. Johnson & Neil D. Weinstein, 1993. "Agency Communication, Community Outrage, and Perception of Risk: Three Simulation Experiments," Risk Analysis, John Wiley & Sons, vol. 13(6), pages 585-598, December.
    3. Paul Slovic, 1993. "Perceived Risk, Trust, and Democracy," Risk Analysis, John Wiley & Sons, vol. 13(6), pages 675-682, December.
    4. Anna Rita Graziani & Lucia Botindari & Michela Menegatti & Silvia Moscatelli, 2023. "Adaptive Coping Strategies at the Time of COVID-19: The Role of Social and General Trust," IJERPH, MDPI, vol. 20(15), pages 1-19, August.
    5. Casado-Aranda, Luis-Alberto & Dimoka, Angelika & Sánchez-Fernández, Juan, 2019. "Consumer Processing of Online Trust Signals: A Neuroimaging Study," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 159-180.
    6. Michael Siegrist & Timothy C. Earle & Heinz Gutscher, 2003. "Test of a Trust and Confidence Model in the Applied Context of Electromagnetic Field (EMF) Risks," Risk Analysis, John Wiley & Sons, vol. 23(4), pages 705-716, August.
    7. Robert Tobias, 2016. "Communication About Micropollutants in Drinking Water: Effects of the Presentation and Psychological Processes," Risk Analysis, John Wiley & Sons, vol. 36(10), pages 2011-2026, October.
    8. Andrew Knight, 2007. "Do Worldviews Matter? Post-materialist, Environmental, and Scientific/Technological Worldviews and Support for Agricultural Biotechnology Applications," Journal of Risk Research, Taylor & Francis Journals, vol. 10(8), pages 1047-1063, December.
    9. Hye‐Jin Paek & Thomas Hove, 2019. "Mediating and Moderating Roles of Trust in Government in Effective Risk Rumor Management: A Test Case of Radiation‐Contaminated Seafood in South Korea," Risk Analysis, John Wiley & Sons, vol. 39(12), pages 2653-2667, December.
    10. Henson, Spencer, 1995. "Demand-side constraints on the introduction of new food technologies: The case of food irradiation," Food Policy, Elsevier, vol. 20(2), pages 111-127, April.
    11. Joseé CM. Van Eijndhoven & Rob A.P.M. Weterings & Cor W. Worrell & Joop de Boer & Joop van der Pligt & Pieter‐Jan M. Stallen, 1994. "Risk Communication in The Netherlands: The Monitored Introduction of the EC “Post‐Seveso” Directive," Risk Analysis, John Wiley & Sons, vol. 14(1), pages 87-96, February.
    12. E. Van Kleef & J. R. Houghton & A. Krystallis & U. Pfenning & G. Rowe & H. Van Dijk & I. A. Van der Lans & L. J. Frewer, 2007. "Consumer Evaluations of Food Risk Management Quality in Europe," Risk Analysis, John Wiley & Sons, vol. 27(6), pages 1565-1580, December.
    13. Spencer Henson & Mamane Annou & John Cranfield & Joanne Ryks, 2008. "Understanding Consumer Attitudes Toward Food Technologies in Canada," Risk Analysis, John Wiley & Sons, vol. 28(6), pages 1601-1617, December.

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