title: Societal responses to familiar versus unfamiliar risk: comparisons of influenza and SARS in Korea.
abstract: This study examines the connections between familiar (influenza) and unfamiliar (SARS) risks among the general public in a SARS affected society. Using a survey of 350 respondents in Chonju, we find that risk perceptions and a belief that influenza vaccination reduces the incidence of SARS explain behavioral intentions for influenza vaccination and purchase responses to a hypothetical SARS vaccine. Those respondents who believe that an influenza vaccination will very likely reduce SARS incidence have a high probability (79%) of intending to vaccinate, but a much lower WTP for a SARS vaccine than those without such a belief. This belief undoubtedly was influenced by a reframing of influenza vaccination as preventing SARS. Such reframing may lead to short-term improvements in vaccination rates to the detriment of long-term SARS vaccination development. When compared with a similar study in Taiwan, societal risk perceptions of SARS and WTP for a vaccine vary greatly according to the extent of a society's experience with SARS.
authors.affiliation: Department of Economics, Chonbuk National University, 664-14 Duckjindong 1-ga, Chonju, Chonbuk, South Korea. shong@chonbuk.ac.kr
authors.forename: Seonghoon
authors.initials: S
authors.lastname: Hong
authors.forename: Alan
authors.initials: A
authors.lastname: Collins
mesh_terms: D000328:Adult; D005260:Female; D006801:Humans; D007252:Influenza Vaccines / Q000627:therapeutic use; D007251:Influenza, Human / Q000523:psychology*; D007407:Interviews as Topic; D007723:Korea; D008297:Male; D008875:Middle Aged; D015233:Models, Statistical; D010465:Perception; D012306:Risk; D045473:Severe acute respiratory syndrome-related coronavirus / Q000378:metabolism; D045169:Severe Acute Respiratory Syndrome / Q000523:psychology*; D014765:Viral Vaccines
chemical_list: D007252:Influenza Vaccines; D014765:Viral Vaccines