Our project aims to establish how national differences in what is known as ‘cultural tightness’ or ‘looseness’ – essentially, how strictly people adhere to and enforce social norms –influence risk perceptions in relation to different threats to safety.
For instance, Singapore, which has strict laws and fines against littering, is considered a relatively tight culture, while the Netherlands, with its liberal attitudes towards personal freedoms, is seen as a relatively loose one. Tighter cultures might worry more about safety threats than looser cultures because historically they experienced more of them. Alternatively, they might worry less because they managed threats more effectively.
We will test these theories using the World Risk Poll data. In addition, we will experimentally test how cultural tightness or looseness influences the effectiveness of communication interventions. These interventions will include informing people about relevant others’ behaviour and the consequences of inaction. Our goal is to improve risk mitigating behaviours, such as purchasing insurance to mitigate the impact of extreme weather or reducing household water consumption to address water shortages.
Understanding how cultural tightness influences risk perception and the effectiveness of communication interventions will improve public knowledge of risk, inform culture-specific interventions, and ultimately enhance public safety worldwide.