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Personality and Social Psychology Bulletin, Vol. 28, No. 7, 986-999 (2002)

Risk Perception and Prototype Perception: Independent Processes Predicting Risk Behavior

Bill Thornton

University of Southern Maine

Frederick X. Gibbons

University of Southern Maine

Meg Gerrard

Iowa State University

Three studies examined the relative influence of two social-cognitiveprocesses, risk perception and prototype perception, onthe willingness of young adults to engage in unprotected sex. Inthe first two studies, despite participants' expressed intentions toengage in protected sex, perceived risk and prototype perceptionprocesses were independently predictive of their willingness toengage in unprotected sex. In a third study, prototype perceptionand risk perception independently predicted willingness toengage in unprotected sex, which, in turn, predicted actual contraceptivebehavior 6 months later. Although the two constructshave some commonality reflecting a social comparison basis,results from all three studies suggest that they embody someunique or independent processes that can be differentially elicited.Theoretical and practical implications of the results areconsidered.

Key Words: prototype • perception • predicting • risk • behavior


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[Abstract] [PDF]