[Effects of message and personal involvement on risk perception and acceptance]

The present study analyzed people's risk perception regarding driving a car with studded or non-studded winter tires. Subjects were 252 residents of Sapporo, where a recent municipal ordinance prohibited studded tires, allowing only non-studded ones. Questionnaire data were examined concerning (1) the relationship between risk perception and its acceptance, (2) the effect of an inserted message, which was either positive or negative about the use of non-studded tires, and (3) the role of personal involvement, assessed with Personal Involvement Inventory (Zaichkowsky, 1985), regarding winter driving. Results were as follows: (1) The use of non-studded tires was favorably judged because of social benefit, but subjects hesitated to choose them because of a higher perceived possibility of an accident. (2) The inserted message had significant effects on benefit evaluation and perceived accident possibility. The effects were weaker for drivers who had experienced driving a car with studded tires. And (3) personal involvement had a weak correlation with risk judgements of the present study.