Comparing Outrage Effect on the Risk Perception of Climate Change versus Fine Dust

Public evaluation of risk is influenced by the emotive response to perceived risk characteristics, namely outrage factors. We evaluated which outrage factors contribute to the public perception of two different environmental risks, climate change and fine dust. In particular, the outrage factors of controllability, familiarity, and delayed effect were assessed to determine if they are more salient and influential for climate change than fine dust. A nationwide online survey (N = 1,000) was conducted to measure nine outrage factors and risk perception for both risks in a South Korean population. Although both environmental risks were associated with a similar level of risk perception, catastrophic potential and personal stake were the highest scoring outrage factors for climate change and fine dust, respectively, and were also the strongest influence for the level of each risk perception. Familiarity was more salient for climate change than fine dust, and was influential only for climate change. Delayed effect was more salient for climate change, but was not influential for the perception of both risks. Controllability was more salient for fine dust but had no significant influence on both risk perceptions. Catastrophic potential, dread, personal stake, and trust were common influential outrage factors for both risks. We discuss the significance of an individualistic approach to evaluating outrage effects. In addition, the practical implications of comparing salient and influential outrage factors for both risks were addressed in terms of risk communication.