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Risk perception
Affect and perception of non-ionising radiation: Implications for risk communication
Background
In recent years, it has been suggested that affect may play an important role in risk perception. The affect heuristic has been introduced. This theoretical framework distinguishes two modes of thinking, the experiential system and the analytical system. The analytical system relies on probabilities, logical reasoning and evidence. The experiential system relies on images, metaphors and narratives. It seems plausible that lay people may use the experiential system and not the analytic system when they are asked to evaluate a set of hazards. In most studies examining how lay people perceive non-ionising radiation (NIR) hazards, the role of affect has been neglected. However, recent research shows that affect may play an important role in the evolution of attitudes and opinions on NIR.
Aim
The affect evoked by various NIR sources will be measured using the Implicit Association Test (IAT), an instrument that measures implicit attitudes and beliefs by assessing the response latencies of automatic evaluations. An experimental study will test how different forms of risk communication influence the affect evoked. Finally, a survey will address the question of what affect is associated with mobile phone base stations and power lines in the general population.
Significance
This research projects examines the importance of affect in shaping attitudes and opinions toward NIR. Risk communication strategies usually focus on the information that should be conveyed to the public, but trust and other affect-related elements are often neglected. However, these "soft" factors may be crucial to successful risk communication. The research will further advance our understanding of what form of affect is evoked by various technologies and how affect influences risk perception.
Duration: 36 months
Grant: CHF 173’078.--
Prof. Dr. Michael Siegrist
Consumer Behavior
Institute for Environmental Decisions (IED)
ETH Zurich
Universitätsstrasse 22
CH-8092 Zurich
michael.siegrist@env.ethz.ch
Further applicants:
Dr. Carmen Keller, Social Research Unit, Department of Psychology, University of Zurich
Prof. Dr. Heinz Gutscher, Social Research Unit, Department of Psychology, University of Zurich
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