Risk Communication, Knowledge, and Attitudes: Explaining Reactions to a Technology Perceived as Risky

Several factors influence peoples’decisions about food irradiation, a technology perceived as risky. Responses to questions about three dimensions of acceptability of food irradiation provide the dependent variables. Risk message characteristics, respondent background characteristics, knowledge, and attitudes form the independent variables. Multiple regression is used to assess relative effects. Levels of acceptability of food irradiation varied somewhat as the focus of the question changed: negative reactions were more likely if the question mentioned serving it to family members than it it stressed self use. The only message manipulation that had a significant impact was information about irradiated food users (e.g., astronauts) and prestigious national and international organizations that endorse food irradiation. Support for a normative/value type of decision‐making is more substantial than for a rational/technical type of decision‐making. Although knowledge of food irradiation correlates with support for the technology, trust factors are much more powerful predictors. The implications for effective risk communications are discussed.