Risk Perception

Risk Perception, Communication, and Behavior

Decisions by individuals and groups about how to balance risk taking and risk avoidance regarding natural, technological, and social hazards depend in part on how people conceive of risks and benefits and how they learn of and talk about such hazards, both formally and informally. Understanding factors that contribute to risk perceptions and to protective versus risky behavior is critical to reaching appropriate decisions about hazard management. The way that risk information is displayed and otherwise communicated, now and in the past, can substantially affect perceived risks and decisions. Our research focuses on understanding the underlying psychology and social science of risk perception and behavioral intentions, and developing methods for displaying and communicating risks to help organizations and individuals better understand the risks they face.

Principal Investigators: Paul Slovic, Joseph Arvai