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Effect of Labels on Risk Perceptions of Consumer Products

Previous studies have shown many individuals do not know the meanings of terms often used as stand-alone descriptions of hazards. Leonard and Digby (1992) found subjects rated the danger associated with different products very differently despite being given the same hazard description. One possibility for the differences in ratings is that substances are experienced in very different quantities. While gasoline is usually seen in multigallon amounts, fingernail polish remover is seen in quantities of a few fluid ounces. An alternative explanation is that people's experiences (direct or vicarious) with the substances have given them different concepts of the characteristics of the substances. This study examined these alternatives by asking 88 subjects to rate the risk of a dangerous event occurring with the same specific quantity of each substance. Mean ratings over all subgroups indicated that they perceived less risk from certain substances than from others, although the substances are equally dangerous. Evidence for an experiential component of risk assessment was provided by differences between older and younger subjects on specific items. The importance of presenting information about the consequences of hazards in warnings was discussed.