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 he alth stimuli in 3 groups of ''worldview holders''-12 hierarchists, 10 individualists, and 16 egalitarians-as described by cultural theory. T he SCER model performed well, however, distinctive patterns of model v ariable selection appeared within each group. Interestingly, the patte rn of variable selection paralleled cultural theory's descriptions of each worldview. Differences in the mean perceived risk of activities a lso tended to correspond to predictions made by cultural theory. Resul ts suggest two mechanisms to explain differences in perceived risk amo ng worldviews: (i) same model variables are evaluated, but given diffe rent weight; (ii) different variables are evaluated. Identifying the r elevant mechanism for a given situation may enhance the effectiveness of risk communication.