Social construction of consumer risk assessments

Subjects in a laboratory experiment were randomly assigned to a condition wherein they were able to discuss potential benefits and risks of a new technology within a small group, or a condition wherein they evaluated the new technology as individuals only. Structural equation analysis indicated that perceived risk, when formed through contact with others, had a significantly different impact on risk response, as measured by intentions and behaviour, than perceived risk that was formed without contact with others. Incorporating a social process perspective and methodology into future research may provide improved understanding of the determinates of consumer risk perception and of the relationship between risk perception and risk response.