Individual differences in warning perception: The role of risk taking propensity.

Abstract

Warnings are intended to improve safety (decreasing injury, illness and loss) by communicating the presence and nature of a potential hazard and encouraging behaviour that will minimise or avoid a negative outcome. Warnings can be seen as representations of risk, therefore it is likely that an individual’s attitude towards risk, their risk-taking propensity, may impact upon the way they perceive warnings. Establishing this relationship may have important practical implications. If high risk-taking propensity can predict non-compliance, then attempts may be made to increase compliance within high risk-takers by tailoring warnings to such individuals. This thesis aims to explore empirically the relationship between measures of risk-taking propensity and warnings, with potential application to the prevention of hazardous behaviours. Study One investigated the potential relationship between risk-taking propensity and warning perception using an exploratory approach. The results confirmed an effect of various measures of risk-taking propensity on warning perceptions, in particular on intentions to comply with the warnings. Studies Two and Three revealed the domain specific nature of the relationship between risk-taking and warning perception and that it is stronger when contextual information about a hazard is provided. Study Four explored potential underlying mechanisms and revealed that anticipated regret mediated this relationship. Also simulation of positive outcomes of non-compliance was found to be influential. Study Five attempted to minimise the discrepancy between high and low risk-takers through warning design manipulation. This thesis offers a unique contribution to the literature, by establishing empirically the effect of risk propensity has on warnings perception, and by providing insight into the theoretical underpinnings of this relationship.