THE EVALUATIVE FACTOR OF RISK PERCEPTION

This study was aimed at identifying an evaluative factor in perceived risk that was independent of the previously identified Dread and Knowl edge factors. The methodology used was that developed by Slovic, Fisch hoff, and Lichtenstein (1985a) with the addition of four new dimension s: personal position, economic justification, justification through we ll-being, and beneficial to society. This evaluative factor was identi fied, and loads the four above-mentioned dimensions while excluding 11 others. This evaluative factor primarily emerges as a major determina nt in subjects' demands for risk control legislation.