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Understanding Risk Perception Using Fuzzy Cognitive Maps, Pei Zhang, Antoine J. Jetter
Understanding Risk Perception Using Fuzzy Cognitive Maps, Pei Zhang, Antoine J. Jetter
Engineering and Technology Management Faculty Publications and Presentations
When making decision that can have far-researching effects, such as governmental policies or decisions on new technologies, decision-makers use their understanding of the risks that are associated with their choices to guide their decisions. Measuring how people perceive risks can be helpful for understanding and possibly improving the decision-making process. Building on a review of existing methods for investigating risk perceptions, this paper suggests Fuzzy Cognitive Maps (FCM) as a method for investigating differences in risk perception among stakeholders and stakeholder groups. The approach is illustrated with an example of wildfire risk perceptions. Results suggest that FCM can contribute to …