Portal de Periódicos da CAPES

On the perception and operationalization of risk perception

2008; Cambridge University Press; Volume: 3; Issue: 4 Linguagem: Inglês

10.1017/s1930297500000887

1930-2975

Yoav Ganzach, Shmuel Ellis, Asya Pazy, Tali Ricci-Siag,

Risk and Safety Analysis

Abstract We compare and critique two measures of risk perception. We suggest that a single question — “How risky is the situation?” — captures the concept of risk perception more accurately than the multiple-item measure used by Sitkin and Weingart (1995). In fact, this latter measure inadvertently captures notions of attractiveness or expected return, rather than risk perception. We further propose that the error underlying the construction of Sitkin and Weingart’s measure is explained in terms of a top-down model of risk perception, in which perceived risk and perceived return are consequences, rather than determinants, of attractiveness. Two studies compare the validity of the two alternative measures.