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Societal Responses to Familiar Versus Unfamiliar Risk: Comparisons of Influenza and SARS in Korea

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  • Seonghoon Hong
  • Alan Collins

Abstract

This study examines the connections between familiar (influenza) and unfamiliar (SARS) risks among the general public in a SARS affected society. Using a survey of 350 respondents in Chonju, we find that risk perceptions and a belief that influenza vaccination reduces the incidence of SARS explain behavioral intentions for influenza vaccination and purchase responses to a hypothetical SARS vaccine. Those respondents who believe that an influenza vaccination will very likely reduce SARS incidence have a high probability (79%) of intending to vaccinate, but a much lower WTP for a SARS vaccine than those without such a belief. This belief undoubtedly was influenced by a reframing of influenza vaccination as preventing SARS. Such reframing may lead to short‐term improvements in vaccination rates to the detriment of long‐term SARS vaccination development. When compared with a similar study in Taiwan, societal risk perceptions of SARS and WTP for a vaccine vary greatly according to the extent of a society's experience with SARS.

Suggested Citation

  • Seonghoon Hong & Alan Collins, 2006. "Societal Responses to Familiar Versus Unfamiliar Risk: Comparisons of Influenza and SARS in Korea," Risk Analysis, John Wiley & Sons, vol. 26(5), pages 1247-1257, October.
    • Handle: RePEc:wly:riskan:v:26:y:2006:i:5:p:1247-1257
    DOI: 10.1111/j.1539-6924.2006.00812.x
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    1. Caserotti, Marta & Girardi, Paolo & Rubaltelli, Enrico & Tasso, Alessandra & Lotto, Lorella & Gavaruzzi, Teresa, 2021. "Associations of COVID-19 risk perception with vaccine hesitancy over time for Italian residents," Social Science & Medicine, Elsevier, vol. 272(C).
    2. Tianjun Feng & L. Robin Keller & Ping Wu & Yifan Xu, 2014. "An Empirical Study of the Toxic Capsule Crisis in China: Risk Perceptions and Behavioral Responses," Risk Analysis, John Wiley & Sons, vol. 34(4), pages 698-710, April.

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