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

Robert N. Bontempo, William P. Bottom, Elke U. Weber

Research output: Contribution to journalArticlepeer-review

195 Scopus citations


The present study assessed cross-cultural differences in the perception of financial risks. Students at large universities in Honk 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. Consistent with cultural differences in country uncertainty avoidance, 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.

Original languageEnglish (US)
Pages (from-to)479-488
Number of pages10
JournalRisk Analysis
Issue number4
StatePublished - Aug 1997
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Safety, Risk, Reliability and Quality
  • Physiology (medical)


  • Cross-cultural differences
  • Financial risk
  • Risk assessment
  • Risk perception
  • Uncertainty avoidance


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