The effects of social distance from victims and victim fault on risk perceptions of food poisoning

Abstract

People tend to underestimate their own vulnerabilities. We examine the effects of social distance and victim fault on perceived risks of food poisoning. Based on social comparison theory, we hypothesized that risk perceptions should be heightened when an individual is socially closer to a victim and when a victim is not at fault. After 740 participants evaluated their own risk perceptions for food poisoning, they read risk vignettes in which the victim’s circumstances were manipulated (close/far; at fault/not at fault) and they evaluated their risk perceptions again. The results indicate that risk perceptions were heightened more when the victims were not at fault. Moreover, correlation results suggest risk perceptions assimilated to victims with similar attitudes. Social distance from a victim did not influence risk perceptions. We discuss why victim fault influences our perceptions of risk primarily in terms of social comparison theory.