Abstract
We propose a new risk map using Implicit Association Test (IAT), which measured the strength of association for categories. The proposed procedure for risk map was as follows: 1) selection of risk events (e. g. nuclear power plant, train accident), 2) execution of IAT experiments, 3) mapping risk events using multidimensional scaling analysis for IAT scores (implicit risk map), 4) interpretation of implicit risk map. Interpretation was made by interview with participants and by comparing with another risk map constructed by empirical risk questionnaires. The result of psychological experiment using the proposed method indicated that implicit risk map reflected personal familiarity of risk events. This finding suggested that implicit risk map explored a new dimension of risk perception and applicability of other research areas.
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