Hazard-level forecasts constitute an important risk mitigation tool to reduce loss of economic values and human life. Avalanche forecasts represent an example of this. As for many other domains, avalanche risk is communicated using a color-coded, categorical risk scale aimed at informing the public about past, current, and future risk. We report the results from three experiments in which we tested if an irrelevant past trend in forecasted avalanche danger affects perceptions of current and future avalanche risk. Our sample consisted of individuals from three different populations targeted by national avalanche warning services. All three experiments showed that the perception of avalanche risk is influenced by the trend, but that the effect is opposite for perceptions of current and expectations of future avalanche risk. While future avalanche risk is extrapolated in the same direction as the change from the previous day, we found that perceived current risk appears to be based on an average of past and current risk. These effects diminish when we provide participants with a scale indicating the exact level of avalanche danger. For most of our measurement instruments, however, the effects remain significant. These results imply that targeted populations may consider historic information more than was intended by the sender. As such, our results have implications for both avalanche warning services and risk communication in general.
Keywords: risk communication; risk perception; trend effects.
© 2022 The Authors. Risk Analysis published by Wiley Periodicals LLC on behalf of Society for Risk Analysis.