Understanding public attitudes to technology

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Abstract
The social context which surrounds technology is likely to be one of the most important determinants of its future development and application. The application of repertory grid techniques (n = 26) in conjunction with generalized Procrustes analysis identified important psychological constructs which determine attitude. A larger survey study (n = 227) examined the reliability and predictive capacity of these items in quantifying attitudes to technology. Factor analysis identified two sub-scales, which appeared to assess perceptions of technological risk and benefit. Internal reliability of the two sub-scales was high, and had pleasing face validity and predictive capacity. An inverse relationship between perceived risk and benefit was found, consistent with previous research in risk perception. Discussion is made of reducing inappropriately high risk perceptions through effective communication of benefits, and vice versa, with the caveat that such an effect is only likely to be observed for technologies where public opinion is uncrystallized and knowledge is low.