Risk targets: to what extent does ‘who’ is at risk influence risk perception?

Risk perceptions are known to be shaped by the characteristics of the source of risk or ‘risk object’ as well as by the characteristics of the perceiver, but whether or not they are affected by who is at risk—the ‘risk target’—has not been established in extant research. This paper examines whether risk perceptions differ systematically depending on the risk target regardless of the risk object; and whether different dimensions of risk perception (affective or cognitive) are more strongly associated with risk perceptions depending on the risk target considered. Analysis of survey data confirms that there is a systematic effect of risk target on risk perception whereby risks tend to be perceived to be comparably lower (greater) for more proximal (distal) risk targets, regardless of risk object. Second, the studies show that affective dimensions have the strongest influence on risk perceptions, regardless of the risk target. However, as the risk target moves further away from oneself, affective dimensions decrease in weight, while concerns of perceived harm feature more strongly in people’s risk perception. These findings are relevant to researchers interested in the measurement of risk perceptions, as well as to risk communicators to help calibrate risk information relating to who is at risk.