Perception of risk

Perception of risk is an individual's subjective feeling about potential hazards or threats in a given situation. It relates to the risk manager's ability to estimate the likelihood of a negative outcome, assess the potential impact of the risk, and take appropriate mitigation steps. It is an important factor in the decision-making process and helps to determine the level of risk that an organization is willing to accept. Perception of risk is highly contextual and subjective, as it depends on factors such as personal experience, knowledge, culture, and emotions. It is also influenced by external factors such as the media and public opinion. Therefore, it is essential for risk managers to understand how their organization’s stakeholders perceive risk in order to make informed decisions.

Example of perception of risk

• A company planning to expand into a new market may perceive risk differently than a company that has been operating in that market for many years. The company that is new to the market may be more risk averse and may not want to take on any risk that is perceived as too great. On the other hand, the company that has been established in the market for a long time may be more willing to take on risks, as they are more familiar with the potential risks and rewards.
• A construction company planning to build a new skyscraper may perceive the risk associated with the project differently than a company planning to build a small residential building. The former may be more risk averse due to the complexity and potential dangers associated with the project, while the latter may be more willing to take on risks as they are more familiar with the potential risks and rewards.
• An investor looking to invest in a new business venture may perceive the risk associated with the venture differently than an individual looking to invest in a more established company. The investor looking to invest in the new business may be more risk averse due to the unpredictability and potential for loss, while the investor looking to invest in the established company may be more willing to take on risks as they are more familiar with the potential risks and rewards.

Types of perception of risk

Perception of risk is highly subjective and can be classified into several types. These include:

• Risk Aversion: This is the tendency to avoid risky activities or decisions due to fear of potential losses or adverse outcomes.
• Risk Perception: This is the individual’s assessment of the likelihood of a risk occurring and its potential impact.
• Risk Taking: This is the willingness to take risks in pursuit of a desired goal or reward.
• Risk Neutrality: This is being indifferent to risk, as an individual is neither avoiding or seeking out risk.
• Risk Seeking: This is the tendency to actively seek out riskier activities in pursuit of greater rewards.
• Risk Appetite: This is the organization’s tolerance for risk, which can vary based on its goals and objectives.

Steps of perception of risk

Perception of risk involves a number of steps in order to assess the potential risks associated with a given situation. These steps include:

• Identifying the risks: This involves assessing the environment and identifying potential risks that may arise. It includes taking into account factors such as the probability of the risk occurring, the impact of the risk, and the likelihood of successful mitigation.
• Assessing the risks: Once the risks have been identified, it is important to assess their impact on the organization and its stakeholders. This includes looking at the potential financial, legal, and reputational implications of the risk.
• Evaluating the risks: After assessing the potential impact of the risk, it is important to evaluate the potential options for managing the risk. This includes considering different strategies for mitigating the risk, such as avoidance, reduction, or transfer.
• Developing a risk management plan: Once the risks have been evaluated, it is important to create a risk management plan that outlines the steps that need to be taken in order to manage the risk. This includes identifying the responsible parties, setting up a system for monitoring and reporting, and implementing the necessary controls.
• Communicating the risk: Finally, it is important to ensure that all stakeholders understand the risk and the associated risk management plan. This includes making sure that everyone is aware of the potential risks, the strategies for mitigating them, and their roles in the risk management process.

Limitations of perception of risk

Perception of risk is an important factor in risk management, but it also has its limitations. These include:

• Inaccurate perception of the likelihood of a negative outcome: This can lead to an underestimation or overestimation of the risk and can affect the effectiveness of risk mitigation strategies.
• Biases in decision-making: Individuals may have preconceptions or biases that can lead to incorrect decisions.
• Difficulty in communicating risk: It can be difficult to communicate the risk to stakeholders and other parties, which can lead to misunderstandings and poor decision-making.
• Unpredictability: Risk perception can change quickly and unexpectedly, making it difficult to anticipate and plan for.
• Difficulty in accounting for external factors: It can be difficult to account for external factors such as public opinion and the media, which can have a significant impact on risk perception.

Other approaches related to perception of risk

In addition to individual perception of risk, there are several other approaches related to risk assessment. These include:

• Risk analysis - a systematic process of identifying and evaluating the risks associated with a particular activity or organization. It involves examining the potential impact of the risks and assessing the likelihood of their occurrence.
• Risk management - the process of developing strategies and plans to manage the risks identified through risk analysis. It involves establishing policies and procedures, allocating resources, and monitoring the risk environment.
• Risk communication - the process of sharing information about risks and their management with stakeholders. It involves providing information in a clear, concise, and understandable manner.
• Risk mitigation - the process of taking steps to reduce the likelihood or impact of a potential risk. It involves implementing preventive measures, such as training and implementing safety protocols, as well as contingency plans to respond to potential risks.

Perception of risk — recommended articles

Risk treatment plan — Risk management methodology — Level of risk — Risk management techniques — Risks and uncertainties — Exposure to risk — Risk management quality — Business risk management — Risk category

References

• Slovic, P. (1987). Perception of risk. Science, 236(4799), 280-285.