Effects of an Aversive Vicarious Experience and Modelling on Perceived Risk and Self-Protective Behavior

Abstract

A 2 × 3 between-subjects design was used to determine the effects of modelling and aversiveness of a vicarious experience on perceived risk and self-protective behavior. Modelling and aversiveness of experience were manipulated using an instructional videotape. Unprotected model and protected model conditions were compared. Benign, slightly aversive, and highly aversive conditions were compared. The dependent variables were self-protective behavior and perceptions regarding the hazardousness of the product, severity of injury, likelihood of injury, likelihood of an accident, and familiarity with the product.

More subjects in the protected model group exhibited self-protective behavior compared to the control group. There was no difference in levels of perceived risk between the two groups. Aversiveness had an effect on self-protective behavior. The slightly aversive group showed an incidence of self-protective behavior significantly greater than that of the control group and the highly aversive group. Examination of the nature of manipulation used in the slightly aversive condition suggests that an ambiguous portrayal of the consequences of a hazard while implying its potential to inflict harm causes people to behave cautiously. The incidence of self-protective behavior in the highly aversive group did not differ significantly from that of the control group despite a significant difference in perceived levels of hazardousness. This is explained as a manifestation of the so-called “self-protective attribution of responsibility.” Perceived hazardousness was found to be the primary predictor of self-protective behavior. Perceived severity and likelihood of injury were found to be the primary predictors of perceived hazardousness. A strong association was found between self-protective behavior and perceived personal susceptibility to injury.

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