Risk perception: an empirical study of the relationship between worldview and the risk construct

This study empirically assesses the performance of Holtgrave and Weber's Simplified Conjoint Expected Risk (SCER) model for financial and health stimuli in 3 groups of "worldview holders"-12 hierarchists, 10 individualists, and 16 egalitarians-as described by cultural theory. The SCER model performed well, however, distinctive patterns of model variable selection appeared within each group. Interestingly, the pattern of variable selection paralleled cultural theory's descriptions of each worldview. Differences in the mean perceived risk of activities also tended to correspond to predictions made by cultural theory. Results suggest two mechanisms to explain differences in perceived risk among worldviews: (i) same model variables are evaluated, but given different weight; (ii) different variables are evaluated. Identifying the relevant mechanism for a given situation may enhance the effectiveness of risk communication.