Risk Perception and Prototype Perception: Independent Processes Predicting Risk Behavior

Abstract

Three studies examined the relative influence of two social-cognitive processes, risk perception and prototype perception, on the willingness of young adults to engage in unprotected sex. In the first two studies, despite participants' expressed intentions to engage in protected sex, perceived risk and prototype perception processes were independently predictive of their willingness to engage in unprotected sex. In a third study, prototype perception and risk perception independently predicted willingness to engage in unprotected sex, which, in turn, predicted actual contraceptive behavior 6 months later. Although the two constructs have some commonality reflecting a social comparison basis, results from all three studies suggest that they embody some unique or independent processes that can be differentially elicited. Theoretical and practical implications of the results are considered.