Self-Prescriptive, Perceived, and Actual Attention to Comparative Risk Information

Abstract

Five studies explored the effects of absolute risk and comparative risk (i.e., risk relative to that of similar others) on judgments of personal safety (Studies 1-4), worry, and behavioral intentions (Study 5). Study 1 shows that people might not only use comparative risk information more than absolute risk information, but feel that other people do as well, and that they and their peers should do so to an even greater extent. Studies 2 and 3 show that comparative risk information still affects judgments of personal safety even when one's absolute risk changes over time. Studies 3 and 4 suggest that people who believe they pay significant attention to comparative risk information are actually more likely to do so when it suggests their own risk is higher than average (but not when it is lower than average), though they do not seem to be aware of this tendency. Study 4 demonstrates that information suggesting one's risk is exactly average has no effect on safety judgments, and that above average risk feedback elevates personal risk perceptions because of the implied directional information rather than simply because the information is comparative. Study 5 shows that one's position relative to the average (below or above) may be more important than the distance from that average. Implications for risk perception research are discussed.