Risk and Stigma
By Paul SlovicABSTRACT
This form of stigma has risen to prominence as a result of increasing concern about the human and ecological health risks associated with the use of technology. But stigma goes beyond conceptions of hazard. It refers to something that is to be shunned or avoided not just because it is dangerous but because it overturns or destroys a positive condition; what was or should be something good is now marked as blemished or tainted. As a reporter for Time Magazine commented in reference to a food contamination scare, "the most deep-seated fears are engendered when the benign suddenly turns menacing." As a result, stigmatization is a powerful component of public opposition to many proposed new technologies, products, and facilities. It represents and increasingly significant factor influencing the development and acceptance of scientific and technological innovations.
My presentation will examine the psychological and societal causes of risk-induced stigma and explore ways to manage this phenomenon.
Consumer Behavior: Food, Health, and Risk View Full Paper (PDF file)
