Publication
Preferences for risk conversations in everyday life: a conjoint analysis
In this article Sara Perlstein, Jaroslaw Kantorowicz and Sanneke Kuipers investigate which factors most influence individuals’ decisions to engage in conversations about risk, using an innovative conjoint survey experiment to analyse preferences for seven key attributes of risk-related discussions.
- Author
- Sara Perlstein, Jaroslaw Kantorowicz & Sanneke Kuipers
- Date
- 09 July 2025
- Links
- Read the full article here:
The study reveals that people are most likely to participate in risk talk when the conversation partner is knowledgeable, willing to exchange information, and able to relieve anxiety. Social closeness and the nature of the relationship, especially if the interlocutor is a family member or friend, also play a significant role. Respondents prefer female partners with moderate levels of concern, rather than those who are overly anxious or unconcerned. Importantly, the findings show that risk talk is valued primarily as a means of information exchange, not persuasion, with expertise, trust, and nuanced perspectives being highly prized.
Different groups demonstrate varying preferences: those with higher risk perception are more receptive to cautionary voices, while those with lower risk perception are less tolerant of prescriptive advice. These insights have practical implications for risk communication, especially in reaching groups less accessible through traditional channels, and highlight the importance of tailoring outreach to the social and informational preferences of communities.