Integrating psychometric and cultural theory approaches to formulate an alternative measure of risk perception

Abstract

Psychometric and cultural theory are key approaches used to explain risk perceptions. However, both approaches explain only 20 and 5–10% of the variance of risk perceptions, respectively. Through advances in social psychology, terror management theory revealed that certain survey questions used in the psychometric approach primed thoughts of death. Such unintentional priming evoked defense mechanisms that would subconsciously activate participants’ cultural biases and values when answering some questions but not others. There are two implications: one, psychometric theorists need to modify their questionnaires to reduce the incidence of priming thoughts of death; and two, integrating the psychometric and cultural theory approaches may potentially explain a higher amount of variance in risk perceptions. Specifically, attitudes (psychometric approach), demographics, affect and past behavior collectively influence cultural biases, which in turn exert an effect on risk perception. However, such a model calls for an appropriate measure of the dynamic nature of cultural biases that current attitudinal measures fall short of. Drawing from methodology within industrial/organizational psychology, the Situational Judgment Test (SJT) is proposed as an alternative measure for risk perception. Steps to designing an SJT are outlined and followed through to culminate in a 10-item SJT that measures cultural biases.

Keywords:

• cultural theory
• psychometric
• terror management theory
• Situational Judgment Test
• measurement

Acknowledgements

This research was inspired by “Social Theories of Risk”, a reputable seminar taught by the second author at Oxford's Said Business School. Manuscript preparation was made possible by the first author's Said Business School Scholarship, Lee Foundation Grant, and International Fulbright Science and Technology Award.