The Role of Fairness in Early Characterization of New Technologies: Effects on Selective Exposure and Risk Perception

Previous research suggests that when individuals have limited knowledge to make sense of new or emerging technologies, they may rely more on available cues, such as the fairness of those managing the risks, when developing their attitudinal and behavioral responses to the technology. To examine this further, we designed an online experiment ( N = 1,042) to test the effects of risk managers’ nonoutcome fairness on individuals’ selective exposure to additional information and perceived risk. As the study context, we used the development of enhanced geothermal systems (EGS), which uses drilling to tap deep underground sources of heat for district heating and electricity and remains low in familiarity among the U.S. public. The results suggest that participants who read about the fair risk manager were subsequently more likely to have positive attitudes toward EGS development. In turn, those with more positive attitudes were more likely to select and read positively valenced articles about EGS, resulting in an indirect effect of the fairness condition. Although this study also explored whether uncertainty moderated this fairness effect on information seeking, it found no evidence. Additionally, when participants were exposed to information featuring fair risk managers, perceived risk decreased, an effect that was mediated by beliefs that EGS was controllable and not dreadful. These results underscore the importance of using practices that will increase nonoutcome fairness in the introduction of new technologies.