RISK PERCEPTION OF COMMON CONSUMER PRODUCTS - JUDGMENTS OF ACCIDENT FREQUENCY AND PRECAUTIONARY INTENT

This research examined people's accuracy in judging the risk of common consumer products. In two experiments, participants estimated the fre quency of product-related injuries at a quick pace, slow pace, and fol lowing lengthy analysis of accident scenarios. Participants' estimates of injury were then compared to objective injury rates compiled by th e U.S. Consumer Product Safety Commission. The results showed that par ticipants were able to assess relative levels of risk quickly and accu rately, but additional time and analysis had no effect on estimation a ccuracy Perceived injury severity was strongly related to both partici pant's risk estimates and their precautionary intent ratings, but no r elationship was found between precautionary intent and the objective r isk data. The practical importance of precautionary intent over risk p erception is discussed. Implications for product warnings and safety e ducation programs are described.