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Risk Perception and Movies: A Study of Availability as a Factor in Risk Perception

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  • Lennart Sjöberg
  • Elisabeth Engelberg

Abstract

Media effects on risk perception have often been explained by Tversky and Kahneman's availability principle, but research has not consistently supported it. What seem like media effects based on availability may be effects of new information. In an experimental study, entertainment movies depicting dramatic risk events were shown. They were found to produce no average effects on perceived risks in spite of large mood effects and being perceived as credible. We found, however, evidence of idiosyncratic effects of the movies, that is, people reacted immediately after the movies with enhanced or diminished risk beliefs. These reactions had faded after 10 days. Implications for the availability heuristic and risk perception are discussed.

Suggested Citation

  • Lennart Sjöberg & Elisabeth Engelberg, 2010. "Risk Perception and Movies: A Study of Availability as a Factor in Risk Perception," Risk Analysis, John Wiley & Sons, vol. 30(1), pages 95-106, January.
    • Handle: RePEc:wly:riskan:v:30:y:2010:i:1:p:95-106
    DOI: 10.1111/j.1539-6924.2009.01335.x
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    References listed on IDEAS

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    3. To N. Nguyen & Paul M. Jakus & Mary Riddel & W. Douglass Shaw, 2010. "An Empirical Model of Perceived Mortality Risks for Selected U.S. Arsenic Hot Spots," Risk Analysis, John Wiley & Sons, vol. 30(10), pages 1550-1562, October.
    4. Longji Hu & Rongjin Liu & Wei Zhang & Tian Zhang, 2020. "The Effects of Epistemic Trust and Social Trust on Public Acceptance of Genetically Modified Food: An Empirical Study from China," IJERPH, MDPI, vol. 17(20), pages 1-20, October.

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