Individualism-Collectivism and Risk Perception around the World_Dr Wu Ziye_Research Webinar

Risk perception – how likely we feel harm could occur – is a cornerstone of everyday decision-making, from trying a new product or AI tool to navigating safety in our communities. It is also distinct from risk preference. While risk preference concerns one’s attitude toward taking risks, risk perception is about the felt likelihood and impact of harm. Two people can face the same objective risk yet perceive very different levels of danger, and those perceptions shape what they choose to do.

Dr Wu Ziye conducted a large-scale study which shows why cultural context matters. Using the Lloyd’s Register Foundation World Risk Poll, the research draws on more than 150,000 participants across 142 countries and territories. It measures perceived likelihood of serious harm in the next two years across seven daily-life domains—food, water, violent crime, severe weather, electrical power lines, household appliances, and mental health—alongside whether respondents (or someone they know) actually experienced serious harm in the past two years. 

The study finds systematic global differences: countries vary widely in perceived risk, and these patterns are not fully explained by geography or lived experience alone. Cultural underpinnings, especially individualism versus collectivism (measured using Hofstede’s individualism index) help explain the residual variation. In particular, more individualistic cultures are associated with lower risk perception, highlighting the practical importance of tailoring risk communication and policy to cultural context rather than assuming a one-size-fits-all public response.