The Influence of Social-Cultural Factors on Risk Perception (Pregnancy, Smoking, Caffeine, Alcohol).

Abstract

The research presented in this dissertation examined relationships between selected social-cultural factors and risk perceptions. The present investigation focused on identifying predictors of risk perception through secondary analysis of Aaronson' (1983) data. The model used to study risk perception drew on theoretical work of Douglas and Wildavsky (1982). The components of the model are: risk perceptions, normative expectations regarding risk-taking behavior, social support, pertinent past experience, values, moral judgment and locus of control. The present research focused on determining factors that influence pregnant women's perceptions of the risks of continuing potentially hazardous addictive behaviors in pregnancy, i.e., consuming caffeine, alcohol or smoking. This study builds on findings of Aaronson's (1983) initial work which began testing her proposed general model of health behavior decision-making. Study findings indicate that the operational risk perception models for caffeine, alcohol and smoking, account for very similar amounts (33-42%) of variance in risk perception (all at statistically significant levels). This seems to indicate that social-cultural concepts in general are consistently important to the formation of risk perceptions, and that specific concepts may be more influential on certain risk perceptions than on others. Further, the relative importance of the specific concepts may be a function of variation in knowledge about different risks or the manner in which different risks are publicized. Educational implications of this study are intrinsic and far reaching. Since social-cultural factors apparently influence awareness of risks, it seems evident that they should be considered and used in educational attempts to influence risk-taking behaviors. "Health education for social change", is a strategy that was proposed and is congruent with the theoretical basis and findings of this study. That is, in order to alter risk perceptions, and ultimately risk-taking behavior, changes in social organization might be required.