Cross-cultural differences in risk perception: A model-based approach

Author(s): Bottom, W. P., Weber, E. U.

Journal/Book: Risk Anal. 1997; 17: 233 Spring St, New York, NY 10013. Plenum Publ Corp. 479-488.

Abstract: The present study assessed cross-cultural differences in the perception of financial risks. Students at large universities in Hong Kong, Taiwan, the Netherlands, and the U.S., as well as a group of Taiwanese security analysts rated the riskiness of a set of monetary lotteries. Risk judgments differed with nationality, but not with occupation (students vs. Security analysts) and were modeled by the Conjoint Expected Risk (CER) model.((1)) Consistent with cultural differences in country uncertainty avoidance,((2)) CER model parameters of respondents from the two Western countries differed from those of respondents from the two countries with Chinese cultural roots: The risk judgments of respondents from Hong Kong and Taiwan were more sensitive to the magnitude of potential losses and less mitigated by the probability of positive outcomes.

Note: Article Weber EU, 1885 Neil Ave, Columbus,OH 43210 USA

Keyword(s): risk perception; risk assessment; financial risk; cross-cultural differences; uncertainty avoidance; UNITED-STATES; CONJOINT; UTILITY; JAPAN

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