RISK PERCEPTION OF ALCOHOL-CONSUMPTION

A review is given of general principles of risk perception, with some historical highlights of the field. It is pointed out that the risk ta rget is of great importance (i.e., that personal risks are almost alwa ys perceived as smaller than risks to others). The implications of per ceived personal and general risks are different, with general risks be ing more important for policy attitudes. The concepts needed to invest igate risk perception are different, depending on what kind of risk is studied. Alcohol consumption risks give rise to uniquely strong risk denial, closely tied to control notions. Consumption of alcohol is fou nd to be related to personal alcohol risk in a positive manner; the la rger the consumption, the larger is the perceived risk. However, no su ch relationship is found for general risk. At the societal level, alco hol was the most common explanation that people gave for the prevalenc e of violence.