The election of Ronald Reagan in 1980 was said to herald a new mood of opposition to government regulation. But at the same time, large and vocal segments of the population have been demanding that corporations and regulatory agencies address public concerns about technological safety. What do we really know about people's perceptions of technological risk and their judgments about appropriate levels of technological regulation? Perceptions of Technological Risks and Benefits analyzes the results of a unique body of survey data—the only large-scale, representative survey of public attitudes about risk management in such technologies as nuclear power, handguns, auto travel, and industrial chemicals. The findings demonstrate that public judgments are not simply anti-technological or irrational, but rather the product of a complex set of factors that includes an awareness of benefits as well as a sensitivity to the "qualitative" aspects of risk (how catastrophic, dreaded, or poorly understood a hazard seems to be). This volume offers striking evidence that whatever Americans may think about government regulation in general, they are remarkably consistent in desiring stricter regulation of technological safety. These conclusions suggest that the current trend away from regulation of technology reflects a less than perfect reading of public sentiment.

"The concept of risk is an outgrowth of our society's great concern about coping with the dangers of modern life. The Perception of Risk brings together the work of Paul Slovic, one of the world's leading analysts of risk, risk perception and risk management, to examine the gap between expert views of risk and public perceptions. Ordered chronologically, it allows the reader to see the evolution of our understanding of such perceptions, from early studies identifying public misconceptions of risk to recent work that recognizes the importance and legitimacy of equity, trust, power and other value-laden issues underlying public concern."--Provided by publisher.

Public attention has focused in recent years on an array of technological risks to health, safety, and the environment. At the same time, responsibilities for technological risk as sessment, evaluation, and management have grown in both the public and private sectors because of a perceived need to anticipate, prevent, or reduce the risks inherent in modem society. In attempting to meet these responsibilities, legislative, judicial, regulatory, and private sector institutions have had to deal with the extraordinarily complex problems of assessing and balancing risks, costs, and benefits. The need to help society cope with technological risks has given rise to a new intellectual endeavor: the social and behavioral study of issues in risk evaluation and risk management. The scope and complexity of these analyses require a high degree of cooperative effort on the part of specialists from many fields. Analyzing social and behavioral issues requires the efforts of political scientists, sociologists, decision analysts, management scientists, econ omists, psychologists, philosophers, and policy analysts, among others.

Proceedings of the NATO Advanced Study Institute on Technological Risk Assessment, Erice, Sicily, Italy, May 20-31, 1981

First published in 2008.

This book reflects the current thinking and research on how consumers’ perception of product risks and benefits affects their behavior. It provides the scientific, regulatory and industrial research community with a conceptual and methodological reference point for studies on consumer behavior and marketing. The contributions address various aspects of consumer psychology and behavior, risk perception and communication, marketing research strategies, as well as consumer product regulation. The book is divided into 4 parts: Product risks; Perception of product risks and benefits; Consumer behavior; Regulation and responsibility.