Heinz Gutscher

Perception of risk: the influence of general trust, and general confidence

The influence of trust and confidence as personality traits on the perception of various hazards was examined. The distinction between trust and confidence is a key element of certain theories of co‐operation, but this dual‐mode approach has had little impact on empirical studies. General trust is the belief that other people can be relied on. General confidence is the conviction that everything is under control, and uncertainty is low. It was hypothesized that general trust and general confidence negatively influence risk perception. The hypothesis was tested using data from a random sample of 388 persons living in Switzerland. High levels of trust and confidence reduced perceived risks, compared with low levels of trust and confidence. Age was positively correlated with perceived risk. Gender was a significant predictor for technological hazards, but not for non‐technological hazards. Females perceived more risks than males. Results provide strong evidence for the hypothesis that general trust and general confidence have an impact on the perception of new technologies. Practical implications of the results are discussed.

Natural Hazards and Motivation for Mitigation Behavior: People Cannot Predict the Affect Evoked by a Severe Flood

Past research indicates that personal flood experience is an important factor in motivating mitigation behavior. It is not fully clear, however, why such experience is so important. This study tested the hypothesis that people without flooding experience underestimate the negative affect evoked by such an event. People who were affected by a severe recent flood disaster were compared with people who were not affected, but who also lived in flood-prone areas. Face-to-face interviews with open and closed questions were conducted (n= 201). Results suggest that people without flood experience envisaged the consequences of a flood differently from people who had actually experienced severe losses due to a flood. People who were not affected strongly underestimated the negative affect associated with a flood. Based on the results, it can be concluded that risk communication must not focus solely on technical aspects; in order to trigger motivation for mitigation behavior, successful communication must also help people to envisage the negative emotional consequences of natural disasters.

Affect-inducing risk communication: current knowledge and future directions

Affect appears to have a central role in people’s risk perception and decision-making. It is, therefore, important that researchers and communicators know how risk communication can induce affect or more specific emotions. In this paper, several studies that examined affect-inducing cues presented in and around risk communication are discussed. We thereby distinguish between integral affect induction, meaning through the risk message, and incidental affect induction, which occurs unintentional through the risk communication context. The following cues are discussed: emotion induction, fear appeals, outrage factors, risk stories, probability information, uncertainty information and graphs and images. Relatively few studies assessed the effect of their risk communication material on affect or specific emotions. Incidental affect induction appeared to occur more often than expected based on its factual content. Risk communication easily seems to induce affect incidentally and, thus, may be difficult to control. We, therefore, argue that incidental affect induction is more influential than integral affect induction. Implications for further research and risk communication in practice are given. Based on this overview, we strongly suggest considering and empirically assessing the affect-inducing potential of risk communication formats and content during their development and evaluation.

Influences of Personal, Social, and Environmental Factors on Workday Use Frequency of the Nearby Outdoor Recreation Areas by Working People

Contact with nature positively impacts ones wellbeing and overall health. This study examined the relevance of 16 personal, social, and living environment factors for workday use frequency of nearby outdoor recreation areas (NORAs) by 262 gainfully employed Swiss citizens. Hierarchical regression revealed that emotion work, sedentary work, low energy level, area knowledge, dog ownership, and temporal distance are significant predictors of workday NORA use frequency. The results suggest that social and personal conditions are more important predictors of the use frequency of NORAs than living environment factors and that the type and amount of work predicts nearby outdoor recreation behavior.

How do the Chinese perceive ecological risk in freshwater lakes

In this study, we explore the potential contributions of a risk perception framework in understanding public perceptions of unstable ecosystems. In doing so, we characterize one type of common ecological risk– harmful algal blooms (HABs)–in four of the most seriously eutrophicated freshwater lakes in China. These lakes include Chaohu, Dianchi, Hongze, and Taihu, where a total of 2000 residents living near these sites were interviewed. Regional discrepancies existed in the pilot study regarding public perceptions of ecological changes and public concerns for ecological risk. Comparing HABs and other kinds of risks (earthquake, nuclear, and public traffic) through the psychometric paradigm method, Knowledge, Effect, and Trust were three key factors formulating the risk perception model. The results indicated that Knowledge and risk tolerance levels had significant negative correlations in the higher economic situation while correlations in the lower economic situation were significantly positive. Effect and risk tolerance levels had significant negative correlations in the high and middle education situation while correlations in the low education situation were close to zero or insignificant. For residents from Taihu with comparatively higher economic and educational levels, more investment in risk prevention measures and stronger policies are needed. And for residents from Hongze and Dianchi with comparatively low economic and educational levels, improvement of the government’s credibility (Trust) was the most important factor of risk tolerance, so efforts to eliminate ecological problems with the stepwise development of economic and educational levels should be implemented and gradually strengthened. In turn, this could prevent public discontent and ensure support for ecological protection policies.