Predictors of demand for risk mitigation in transport

• A wide range of risk constructs were tested related to demand for risk mitigation.
• Risk perception was not a strong predictor of the criterion variables of interest.
• Perceived risk was a predictor of worry which in turn predicted the outcome variables.
• Effectiveness of transport campaigns may benefit by a focus on emotions.

The core aim of the present study is to examine the associations between risk awareness, risk perception, worry and risk tolerance on the one hand and priority of safety and demand for risk mitigation in transport on the other hand. The results are based on a self-completion questionnaire survey carried out in a randomly selected representative sample of the Norwegian public obtained from the Norwegian population registry during the autumn and winter 2004 (n = 510). The response rate was 51% and comparisons with general population statistics showed that the sample was adequately representative of the Norwegian population in regard of gender, age, education and previous injury experience. Three variables (risk awareness, worry and priority of safety) were significant predictors of demand for risk mitigation. There was also a negative association between worry and risk tolerance. Contrary to previous research on risk perception, the present study did not find support for the hypothesis that general risk perception was a significant predictor, neither of priority of safety, nor of demand for risk mitigation. However, as expected perceived risk was strongly associated with the respondents’ worry. Worry was a significant predictor of priority of safety as well as for demands for risk mitigation. Personal worry did not have the same effect on demand for risk mitigation as general worry.