Risk Perception and Precautionary Intent for Common Consumer Products

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Abstract
This study examined whether accident scenario analysis reduces accident frequency misestimations and leads to heightened precautionary intent for products. Subjects generated or were provided with accident scenarios and then made estimates. Other subjects made estimates at either a quick or slower pace without analysis. These and an additional group of subjects then rated precautionary intent for the products. Subject gave ratings for confidence in their estimations and reported whether they had injury experience related to the products. No differences were found among group correlations with actual frequencies. The Hurried subjects reported lower precautionary intent ratings than other groups. Subjects with injury experience reported higher precautionary intent than subjects without such experience. No relationship was found between precautionary intent and frequency estimates. Personal knowledge of accidents rather than general knowledge of accidents or frequencies may be a better predictor of consumers' intended behavior.

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