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Risk Perception and Movies: A Study of Availability as a Factor in Risk Perception
Author(s) -
Sjöberg Lennart,
Engelberg Elisabeth
Publication year - 2010
Publication title -
risk analysis
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.972
H-Index - 130
eISSN - 1539-6924
pISSN - 0272-4332
DOI - 10.1111/j.1539-6924.2009.01335.x
Subject(s) - risk perception , perception , psychology , mood , entertainment , social psychology , prospect theory , economics , political science , microeconomics , neuroscience , law
Media effects on risk perception have often been explained by Tversky and Kahneman's availability principle, but research has not consistently supported it. What seem like media effects based on availability may be effects of new information. In an experimental study, entertainment movies depicting dramatic risk events were shown. They were found to produce no average effects on perceived risks in spite of large mood effects and being perceived as credible. We found, however, evidence of idiosyncratic effects of the movies, that is, people reacted immediately after the movies with enhanced or diminished risk beliefs. These reactions had faded after 10 days. Implications for the availability heuristic and risk perception are discussed.