Individual Differences in Warning Perception: The Role of Risk-Taking Propensity

Individual Differences in Warning Perception: The Role of Risk-Taking Propensity Elizabeth Gabe-Thomas 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 affect the way they perceive warnings. Establishing this relationship has important practical implications. If high risktaking 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 that various measures of risktaking propensity predicted warning perceptions, in particular on intentions to comply with the warnings. Studies Two and Three revealed that the relationship between risk-taking and warning perception is domain specific to a certain extent and that it is stronger when contextual information about a hazard is provided. Study Four explored potential underlying mechanisms and revealed that while the mental simulation of positive outcomes of non-compliance was found to be influential, anticipated regret significantly mediated the relationship between risk-taking propensity and intended compliance. Study Five attempted to minimise the discrepancy between high and low risk-takers through warning design manipulation. Despite a strong effect of sensation seeking on intended compliance the warning manipulations implemented had no effect on warning perceptions. This thesis offers a significant contribution to the literature, by establishing empirically the effect of risk propensity on warnings perception and by providing insight into the theoretical underpinnings of this relationship.